Explaining Consumers' Intention for Traceable Pork regarding Animal Disease: The Role of Food Safety Concern, Risk Perception, Trust, and Habit.

Giang Thanh Tran,Amarat (Amy) Simonne,Huy Duc Dang

doi:10.1155/2020/8831356

Giang Thanh Tran, Amarat (Amy) Simonne + Show 1 more

Open Access

https://doi.org/10.1155/2020/8831356

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Abstract

Purpose. The aim of this paper is to explain a consumers' intention for traceable food in the context of the African Swine Fever (ASF) outbreak, in order to provide scientific knowledge for the government's intervention to mitigate the perceived risk and to promote the development of traceable food. Methodology. This research employed an extended theory of planned behavior (TPB) model in predicting purchase intention/attitude toward traceable pork. The structural equation analysis (SEM) was used on a sample of 230 students in Vietnam. Findings. The current context of food safety issues, as well as animal disease outbreak, is beneficial to direct consumption toward traceable products. Heterogeneous impacts of trust were confirmed on how consumers perceived risks associated with the ASF outbreak. Consumers' habits of shopping places and looking for the product origin incite the positive attitude toward traceable pork. Food safety concerns also promoted a positive purchase attitude. Originality/Value. The study's objective is first to equip knowledge regarding the consumers' intention toward traceable food under the impact of animal disease, particularly in the context of food safety issues in Vietnam. Extended knowledge promotes tailored policies to regain consumers' confidence and facilitate the development of traceable food.

Highlights

The outbreaks of animal diseases such as bovine spongiform encephalopathy (BSE), foot and mouth disease (FMD), avian influenza (AI), and chronic wasting disease (CWD) have shown significant adverse effects on human health and the economy and the society [1,2,3,4]
The aim of this paper was to test the proposed model to understand potential key determinants that affect the intention of consumers to purchase traceable pork in the context of the African Swine Fever (ASF) outbreak
The results showed that the core set of antecedents of purchase intention toward traceable pork has positive impacts on intention

Summary

Introduction

The outbreaks of animal diseases such as bovine spongiform encephalopathy (BSE), foot and mouth disease (FMD), avian influenza (AI), and chronic wasting disease (CWD) have shown significant adverse effects on human health and the economy and the society [1,2,3,4]. Regardless of the government’s effort to prevent and control the spread of the outbreak, as well as recover consumers’ confidence, there has been a gap in the scientific knowledge in policy applications regarding animal health and food safety [1]. This study sets out to fill this gap and contribute to the current body of literature, in identifying the antecedents affecting a consumers’ intention toward traceable food in these specific contexts, using the prominent theory of behavior change—the theory of planned behavior (TPB). The contribution is expected to be significant and unique in a way that it would be useful for generalization on consumption behaviors in other constrained and analogous contexts to equip practitioners such as food marketers and policy-makers with proper insights to foster the development of traceable food

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