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

Abstract

Purpose. The aim of this paper is to explain a consumers’ intention for traceable food in the context of the African Swine Fever (ASF) outbreak, in order to provide scientific knowledge for the government’s intervention to mitigate the perceived risk and to promote the development of traceable food. Methodology. This research employed an extended theory of planned behavior (TPB) model in predicting purchase intention/attitude toward traceable pork. The structural equation analysis (SEM) was used on a sample of 230 students in Vietnam. Findings. The current context of food safety issues, as well as animal disease outbreak, is beneficial to direct consumption toward traceable products. Heterogeneous impacts of trust were confirmed on how consumers perceived risks associated with the ASF outbreak. Consumers’ habits of shopping places and looking for the product origin incite the positive attitude toward traceable pork. Food safety concerns also promoted a positive purchase attitude. Originality/Value. The study’s objective is first to equip knowledge regarding the consumers’ intention toward traceable food under the impact of animal disease, particularly in the context of food safety issues in Vietnam. Extended knowledge promotes tailored policies to regain consumers’ confidence and facilitate the development of traceable food.

The habit, choice, intention, and perception of raw beef consumers on raw beef-eating: the health risk management perspective

“…On the contrary, their interest in improving their food safety knowledge was 2.6 times more favourable intention with highly and moderately interested responses than unfavourable intention with not interested, strongly interested, and in dilemma responses. In the opposite to the present nding, the study on "consumers' intention and knowledge of food safety" showed that consumers were very exible to change their eating habits if they are properly inducted about the possible consequences of their practice [35]. These agreements might be due to educational, religious, and cultural differences in the study populations.…”

The habit, choice, intention, and perception of raw beef consumers on raw beef-eating: the health risk management perspective

“…On the contrary, their interest in improving their food safety knowledge was 2.6 times more favourable intention with highly and moderately interested responses than unfavourable intention with not interested, strongly interested, and in dilemma responses. In the opposite to the present finding, the study on “consumers’ intention and knowledge of food safety” showed that consumers were very flexible to change their eating habits if they are properly inducted about the possible consequences of their practice [ 35 ]. These agreements might be due to educational, religious, and cultural differences in the study populations.…”

Chinese Consumers’ Trust in Food Safety Surveillance Sampling of Commonly Consumed Foods

“…Choi [64] found that consumers' perception of risk negatively affected their attitude toward street food. However, Dang [65] argued that risk perception had a positive effect on attitude toward traceable foods. The more risk perceived, the more likely consumers could express a positive attitude toward traceable foods.…”