Exploring consumer purchase intentions towards traceable minced beef and beef steak using the theory of planned behavior

Abstract

Recently, traceability labels with a quick response (QR) code have been printed on product packaging to help consumers easily access traceability information through their smart phones. We analyzed consumer (n=616) attitudes and purchase intentions towards traceable minced beef/beef steak in England, and identified psychosocial determinants of their purchase using the theory of planned behavior (TPB). Respondents held a general favorable attitude with positive behavioral beliefs and high trust towards the traceable product. In the TPB model, attitude was the main determinant of intention to purchase each traceable product, followed by subjective norm and perceived behavioral control (PBC). The predictive power of the TPB model increased marginally for each subgroup when it was extended with habits, trust, and frequency of purchase. In the TPBextended minced beef model, PBC was no longer a significant driver, and trust replaced subjective norm as the second most important predictor. In the TPB-extended beef steak model, attitude, subjective norm and PBC were all still significant drivers of intention, however, in order of importance, production process habits and origin habits were more important than PBC. These findings have importance for those involved in the production and marketing of beef.

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

“…The TPB was expanded with new variables such as risk perception (Lobb et al, 2006(Lobb et al, , 2007Spence et al, 2018); health consciousness and environmental concerns (Wee et al, 2014;Yazdanpanah & Forouzani, 2015;Yadav & Pathak, 2016). The extended TPB model was successful in explaining consumers' behavioral intentions in food choices regarding traceable food (Menozzi et al, 2015;Spence et al, 2018) and organic food (Teng & Wang, 2015;Yadav & Pathak, 2016;Demirtas, 2019). However, studies that applied these valuable antecedents of behaviors in the dual context of long-lasting food safety issues and the outbreak of animal diseases (e.g.…”

“…The core variables of the TPB namely attitude, subjective norms, and perceived behavioral control were often found to have positive influences on consumers' intention (Menozzi et al, 2015;Spence et al, 2018;Demirtas, 2019). Among those variables, studies have highlighted attitude as the main determinant of consumers' purchase intentions (Lobb et al, 2007;Choi et al, 2013;Menozzi et al, 2015;Spence et al, 2018).…”

About Intentions to Donate for Sustainable Rural Development: An Exploratory Study

“…Regarding sustainability and the environment, the TPB has been successfully applied in identifying the factors that determine sustainable behaviour in various fields: (a) Reducing contamination and natural resource conservation, such as the intentions to adopt a search engine that promotes sustainable water management [32], using biodiesel by car drivers [33] reducing fine particulate matter emissions [34] and willingness to pay for air quality improvement [35]; (b) recycling and reusing, such as people's intention to separate waste at home [36], reducing waste [37], recycling plastic waste [38], paper waste [39], electrical and electronic waste [40] and industry intentions to recycle food waste [41]; (c) purchasing intention of green products [42], traceable products [43], choosing a sustainable restaurant [15] and staying in green hotels [44].…”

A quantitative survey of consumer perceptions of smart food packaging in China

“…It was theorized that consumers with higher levels of interaction will influence the overall acceptability of a product (Ahvenainen & Hurme, 1997;Ampuero & Vila, 2006). It has been reported that a person who was used to looking for information about the country of origin was more likely to accept traceable beef steak marked by quick response (QR) code (Spence, Stancu, Elliott, & Dean, 2018),…”