Intention to Purchase Traceable Meat: The Impacts of Perceived Information Asymmetry, Informativeness, Usefulness, and Norm (original) (raw)

Benefits of traceability in food markets: Consumers’ perception and action

Food Economics - Acta Agriculturae Scandinavica, Section C, 2008

Food traceability is generally considered as a tool which provides consumers with targeted information and which can facilitate the withdrawal and recall of food and feed products. The aim of this research is to examine Italian consumers’ perception of traceability. Two different products, chicken and honey, were examined in order to evaluate the main drivers of attitude and behaviour towards traceable food. The theory of planned behaviour was used as a theoretical framework to identify main attitude–behavioural relations. Scores on factor analysed and multi-dimensional concepts were used to segment consumers into clusters with different profiles of attitude, perception, trust and habit with regards to food traceability. The resulting segments were investigated for differences in willingness to pay and intention to purchase traceable chicken and honey. The findings could help to design targeted public and private interventions.

Consumers' Acceptability and Rejection of Food Traceability Systems, a French-German Cross-Comparison1

activities in the food supply chain is a new factor of competitiveness in agribusiness that con- nects producers to consumers and is deemed to be an important criterion of perception of food product quality and safety for consumers. Within the food industry, traceability is absolutely es- sential to provide consumer assurance about the sources and safety of food, to allow identifica- tion of the source of infected or substandard product, for disease control and residue monitoring, for support measure verification, and to satisfy the requirements of labelling regulations. Despi- te growing interest in traceability systems and recognition of the need to act more market ori- ented, very little research has been done on consumer needs and perception of traceability. Researchers as well as managers have mainly focused on technical solutions. This paper tries to contribute to i) get a deeper understanding of the role of the "ability-to-trace" in consumer decision-making process ...

Traceability in Croatian Meat Sector: are Consumers Aware of it?

Hrvatski Časopis za Prehrambenu Tehnologiju Biotehnologiju i Nutricionizam - Croatian Journal of Food Technology, Biotechnology and Nutrition, 2011

The traceability of food and food ingredients along the food chain is an essential element in ensuring food safety. It is a tool for tracing product and processing information of food from sea/farm to table, so that relevant information can be found at a later point. Traceability has been introduced in Croatia in 2007 for all food and feed as well as related business operators. The aim of this paper was to examine Croatian consumers’ awareness and their attitude towards traceability of meat products, by means of a face-to-face survey on a sample of 120 respondents in Zagreb and surrounding. The research results show that the consumers’ awareness level with regard to food traceability was very low. Consumers familiar to any extent with traceability mostly do not know any product or company with implemented traceability system. Lack of knowledge about traceability concept resulted mainly in indifference regarding existence of this system ; respondents do not consider it as an importan...

Traceability information carriers. The technology backgrounds and consumers’ perceptions of the technological solutions

Appetite, 2009

The implementation of traceability in the food supply chain has reinforced adoption of technologies with the ability to track forward and trace back product-related information. Based on the premise that these technologies can be used as a means to provide product-related information to consumers, this paper explores the perceived benefits and drawbacks of such technologies. The aim is to identify factors that influence consumers’ perceptions of such technologies, and furthermore to advise the agri-food business on issues that they should consider prior to the implementation of such technologies in their production lines. For the purposes of the study, a focus group study was conducted across 12 European countries, while a set of four different technologies used as a means to provide traceability information to consumers was the focal point of the discussions in each focus group. Results show that the amount of and confidence in the information provided, perceived levels of convenience, impact on product quality and safety, impact on consumers’ health and the environment, and potential consequences on ethical and privacy liberties constitute important factors influencing consumers’ perceptions of technologies that provide traceability.