2024
DOI: 10.1371/journal.pone.0306041
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The influence of traceability label trust on consumers’ traceability pork purchasing behavior: Based on the moderating effect of food safety identification

Zengjin Liu,
Zhuo Yu,
Jing Zhao
et al.

Abstract: Based on 908 consumer questionnaire data from 15 urban areas in Shanghai, we use the binary logit model to empirically analyze the impact of traceability label trust on consumers’ traceable pork purchase behavior and the moderating effect of food safety identification. After constructing the theoretical analysis framework, this paper verifies it from the two aspects of statistical analysis and econometric analysis and tests the robustness of the final results. The results show that: first, traceability label t… Show more

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