Exploring consumer purchase intentions towards traceable minced beef and beef steak using the theory of planned behavior

Abstract

Recently, traceability labels with a quick response (QR) code have been printed on product packaging to help consumers easily access traceability information through their smart phones. We analyzed consumer (n = 616) attitudes and purchase intentions towards traceable minced beef/beef steak in England, and identified psychosocial determinants of their purchase using the theory of planned behavior (TPB). Respondents held a general favorable attitude with positive behavioral beliefs and high trust towards the traceable product. In the TPB model, attitude was the main determinant of intention to purchase each traceable product, followed by subjective norm and perceived behavioral control (PBC). The predictive power of the TPB model increased marginally for each sub-group when it was extended with habits, trust, and frequency of purchase. In the TPB-extended minced beef model, PBC was no longer a significant driver, and trust replaced subjective norm as the second most important predictor. In the TPB-extended beef steak model, attitude, subjective norm and PBC were all still significant drivers of intention, however, in order of importance, production process habits and origin habits were more important than PBC. These findings have importance for those involved in the production and marketing of beef.