Consumers’ Purchase Intention of Pork Traceability: The Moderator Role of Trust

Abstract

This study examines the effects of trust on consumers’ intention to consume pork traceability based on Theory of Planed Behavior (TPB). Data are from a survey of 219 respondents from Ho Chi Minh city. Cluster analysis, regression, anova was used to analyze to the data. Results indicate that attitudes, social norms, perceived behavioral control have a positive effect on intention and these influences depend on the trust of consumer. When consumers have higher trust, they have more incentives to purchase and at the same time, the influence of attitudes towards purchasing intention is higher. Subjective norms only have a positive effect on intention to purchase when the trust of the consumer is low. In addition, consumer perceptions is quite positive for traceable pork. This results suggest that the managers and food management agency need to focus on consumers’ trust in order to have effective communication strategies.