The impacts of the food traceability system and consumer involvement on consumers' purchase intentions toward fast foods

Abstract

This study aims to ascertain whether or not the Food Traceability System (FTS) can decrease an individual's perceived uncertainty and strengthen his/her purchase intention regarding fast foods. A website-based questionnaire study was conducted in Taiwan and a total of 435 valid subjects collected. The empirical results of structural equation modeling (SEM) analysis indicate that when a fast food store adopts FTS then consumers' perceived uncertainty can be reduced because both their perceived information asymmetry and fears of seller opportunism are also reduced, which in turn strengthen their purchase intentions regarding fast foods. In addition, with FTS, not only are both consumers' perceived product diagnosticity and informativeness are increased but consumers' trust in the farmer's records kept for this system is also increased, which in turn mitigate both consumers' perceived information asymmetry and fears of seller opportunism. Finally, the higher the degree of involvement an individual has and the more FTS mitigates his/her perceived uncertainty, the higher his/her purchase intention regarding fast foods than otherwise. Based on the findings from this study, attempts are made to provide some suggestions to the public health sector and the fast food marketers to promote FTS.