Due to the outbreak of mad cow disease and bird flu, consumers around the globe are more concerned with meat quality and safety. Therefore, there is an urgent need to understand how consumers behave in response to these phenomena. Meat traceability is now used as a strategic tool to cope with this food safety crisis. In Thailand, while traceability is more common among manufacturer-wholesaler-retailers cycle, it is rarely used as a marketing tool to persuade consumers who are actually meat endusers. Therefore, the present study attempts to understand consumer behaviors in the context of meat product with traceability system by conducting a study in Thailand where research in this area is scant. In particular, the present study attempts to understand the psychological mechanism in the perception of the meat traceability system. The study results reveal that product class knowledge and informativeness of traceability system negatively influence fear for seller opportunism which, in turn, positively influences perceived uncertainty of the purchase of meat with traceability system. Although informativeness of traceability also has a direct impact on perceived uncertainty, fear for seller opportunism appears to have a mediating role in this set of relationships. A number of research implications and future study directions are offered at the end of this study report.
Nathamon Buaprommee, Khonkaen University, Thailand
Kawpong Polyorat, Khonkaen University, Thailand
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