Consumers’ Purchase Intention of Pork Traceability: The Moderator Role of Trust

Consumers value healthy eating and environmental responsibility: how negative food contexts aid decision-making

“…Another noteworthy result was that the strong impact of perceived behavioral control was found, whereas subjective norm and attitude presented no significant influence on intention. Studies have shown when the impact of subjective norm or attitude is strong, the prediction power of perceived behavioral control would be low (Ajzen, 1991;Nga & Tuan, 2019). Although some studies have shown the important role of subjective norm on the purchase intention (Menozzi et al, 2015;Spence et al, 2018), this paper unveiled the dominance of perceived behavioral control over subjective norm and attitude.…”

“…Food contamination and food poisoning have been causing serious problems (My et al, 2017;Nga & Tuan, 2019) and deteriorate consumers' confidence in Vietnam (Ifft et al, 2009;Dang et al, 2019). Food safety incidents and scandals in the pig rearing industry have been reported with unsafe practices such as the use of beta-agonists and antibiotic residues (Nguyen et al, 2015;Nga & Tuan, 2019). Also, evidence was found on the severe impact of pig farms on the environment.…”

Explaining Consumers’ Intention for Traceable Pork regarding Animal Disease: The Role of Food Safety Concern, Risk Perception, Trust, and Habit

“…The impacts of these antecedents on purchase intentions are often found significantly positive [ 9 , 10 ]. However, it is worth noting that in studies where the influence of subjective norms is strong, the impact of perceived behavioral control deems overwhelming or nonsignificant [ 12 , 13 ] and vice versa [ 6 ]. Nonetheless, this study hypothesizes that the impacts of the core set of determinants of the TPB on purchase intentions are positive and significant.…”

“…Previous studies have reported that trust in information provided by the media, especially on negative news and food scandals, lessens purchase intention toward general food [ 8 ], however, directing consumption toward safer options such as safe vegetables [ 18 ] and traceable meat [ 9 , 17 ]. While a plethora of researches have exploited the direct impact of trust on purchase intention [ 3 , 8 – 10 ] and the moderating role of trust [ 12 ], limited literature studies the indirect role of trust on purchase intention, particularly through risk perceptions. Higher degrees of trust would lead to lower levels of perceived risk and thus greater intention to purchase [ 9 ].…”

“…In the context of food safety issues repeatedly reported in Vietnam, trust in the government is weakened [ 2 , 5 , 24 ]. On the other hand, the positive evaluation of consumers on traceable products [ 5 , 12 ] suggests that consumers might also place their trusts on the large and reputable manufacturers/food-chain operators (e.g., Vissan and CP) and retailers (e.g., Coopmart, BigC, and Lotte Mart) delivering the products, whereas their negative views on the role of the government and farmers due to food safety issues were well-reported [ 2 , 5 , 24 , 26 ]. Because of the high frequency of negative information acquired from the media regarding food safety incidences, it is reasonable to expect that consumers who trust the media are likely to be more aware of the increasing level of food risks.…”