Abstract
AbstractThe assurance of food quality occurs through a process of “double branding” at food services. This study considers the relationship between consumers’ perceptions and attitudes toward restaurants that adopt food traceability system (FTS), brand image, and purchase intentions specifically as they pertain to fast-food restaurants. The purpose of this study is to investigate the relationship of perception of adopting FTS on attitudes toward brand and purchase intentions in fast-food restaurants. Data were collected via a questionnaire distributed at three Mosburger fast-food restaurants in Taipei, Taiwan. Data were collected using the convenient sampling method. In total, 360 patrons were asked to fill out a questionnaire and 301 valid copies were collected. The perception of adopting FTS can comprise motivation, fit, and timing. Fit and timing play key roles at influencing purchase intention and brand attitude, while brand image has a significant mediation role in the formation of purchase intention...
Highlights
The trend of globalization has led to consolidation across many food categories at all level of the food supply chain, with food safety problems being one of the negative side effects (Roth, Tsay, Pullman, & Gray, 2008)
The purpose of this study is to investigate the relationship of perception of adopting food traceability system (FTS) on attitudes toward brand and purchase intentions in fast food restaurants
This study considers the relationship between consumers’ perceptions and attitudes toward restaurants that adopt FTS, brand image, and purchase intentions from a corporate social responsibility (CSR) perspective, and as they pertain to fast-food restaurants
Summary
The trend of globalization has led to consolidation across many food categories at all level of the food supply chain, with food safety problems being one of the negative side effects (Roth, Tsay, Pullman, & Gray, 2008). With the advancement of information technology, many countries have introduced a food traceability system (FTS) to reduce the uncertainties originating during the food purchasing process by providing information about the whole process from farm to table in terms of quality and safety (Aung & Chang, 2014; Choe, Park, Chung, & Moon, 2009). Bosona and Gebresenbet (2013) define traceability “as a part of logistics management that captures, stores, and transmits adequate information about a food, feed, food-producing animals or substances at all stages in the food supply chain so that the product can be checked for safety and quality control, traced upward, and tracked downward at any time.”. Due to the specific role of a restaurant as a gatekeeper between the producer and the consumer in the food supply chain, a comprehensive understanding of the impact of consumers’ perception toward FTS is of great relevance. Emphasizing FTS in restaurants may have the opposite effect in terms of restaurant customers’ choices, as the effects of FTS in restaurants may or may not affect their purchase intention
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