An Empirical Study on the Dairy Product Consumers' Intention to Adopt the Food Traceability's Technology: Push-Pull-Mooring Model Integrated by D&M ISS Model and TPB With ITM.

Xin Lin,Run-Ze Wu

doi:10.3389/fpsyg.2020.612889

Xin Lin, Run-Ze Wu

Open Access

https://doi.org/10.3389/fpsyg.2020.612889

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Abstract

Against the backdrop of frequent food safety problems, the importance of establishing food traceability systems has become increasingly important and urgent to address the contradiction between consumer information on safe food choices and the proliferation of problematic foods. The purpose of this study is to empirically study the influencing factors of Chinese consumers on the food traceability system in the food safety field (hereinafter referred to as FTS). In this study, multiple models—push factor (information system success model), pull factor (ITM theory), mooring factor (TPB), and switching intention—were integrated into the push-pulling-mooring theory (PPM) to form a conceptual PPM comprehensive model framework to study the switching intentions of two-dimensional code traceability technology for dairy products of Chinese consumers. By collecting the questionnaire survey, 305 valid questionnaires were collected from the consumers of middle- and high-end dairy products in China, and the influencing factors of thrust, pull, and mooring force were identified. The results showed that 10 of the 11 hypotheses were positive, but the impact of perceived risk on user satisfaction was negative. The important value of this study is to conduct a comprehensive empirical analysis of the key factors influencing consumer choice of traceable safe food through an integrated multi-model framework to help identify ways to establish and improve consumer willingness to use QR code traceable system products, to increase consumer confidence in the use of traceable and safe food choices.

Highlights

In the last 20 years, frequent and recurring food safety problems have plagued people around the world
This study referred to relevant literature and expanded various variables and related measurement items according to the theme of this study
Our result shows that traceable dairy products benefit Chinese consumers

Summary

Introduction

In the last 20 years, frequent and recurring food safety problems have plagued people around the world. With China’ economic development and the increasing domestic income level, milk and other dairy products have gradually increased as a proportion of consumer food consumption, which suggests that milk has become a necessity for many Chinese households. Chinese producers have undertaken various technology measures (e.g., FTS of dairy industry) to improve the safety of dairy products and enhance the Chinese milk consumers’ confidence (Yin et al, 2016). With Chinese consumers’ attention to food safety, Chinese consumers’ demand for FTS has been increasing in recent years (Yin et al, 2016)

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