Benefits of traceability in food markets: Consumers’ perception and action

Abstract

Abstract Food traceability is generally considered as a tool which provides consumers with targeted information and which can facilitate the withdrawal and recall of food and feed products. The aim of this research is to examine Italian consumers’ perception of traceability. Two different products, chicken and honey, were examined in order to evaluate the main drivers of attitude and behaviour towards traceable food. The theory of planned behaviour was used as a theoretical framework to identify main attitude–behavioural relations. Scores on factor analysed and multi-dimensional concepts were used to segment consumers into clusters with different profiles of attitude, perception, trust and habit with regards to food traceability. The resulting segments were investigated for differences in willingness to pay and intention to purchase traceable chicken and honey. The findings could help to design targeted public and private interventions.