The impact of food traceability system on consumer perceived value and purchase intention in China
| Pages | 810-824 |
| DOI | https://doi.org/10.1108/IMDS-09-2019-0469 |
| Date | 23 February 2020 |
| Published date | 23 February 2020 |
| Author | Chunlin Yuan,Shuman Wang,Xiaolei Yu |
| Subject Matter | Information & knowledge management,Information systems,Data management systems,Knowledge management,Knowledge sharing,Management science & operations,Supply chain management,Supply chain information systems,Logistics,Quality management/systems |
The impact of food traceability
system on consumer perceived
value and purchase intention
in China
Chunlin Yuan
Business Management Institute of Henan University, Henan University,
Kaifeng, China, and
Shuman Wang and Xiaolei Yu
Business School of Henan University, Henan University, Kaifeng, China
Abstract
Purpose –Based on the involvement and customer-delivered value theories, this paper proposes a
comprehensive framework with which to examine the relationships between food traceability system,
consumer perceivedvalue and purchase intention. The study also investigates the moderating role of consumer
expertise in the relationship between food traceability system and perceived value.
Design/methodology/approach –Survey approach is the primary data collection tool, through which a
total of 238 useable responses were obtained. Structural equation modelling is employed to examine the
hypothesized relationships among all variables.
Findings –The findings show that the information quality, perceived reliability and product diagnosticity of
food traceability system affect consumer perceived value, and the perceived value and purchase intention are
positively associated, while consumer expertise acts as a moderator on the relationship between food
traceability system and consumer perceived value.
Originality/value –This study sheds light on how consumer perceived value of food traceability system can
enhance their intention to purchase traceable food. It contributes to the theory of customer-delivered value and
involvement as well as traceable product marketing strategies. From a managerial perspective, guidelines are
provided for traceable food producers and marketers to implement reasonable strategies to attract consumers
to purchase and promote the sustainable development of food industry.
Keywords Food traceability system, Perceived value, Purchase intention, Consumer expertise
Paper type Research paper
1. Introduction
Food safety is one of the major problems currently facing the world (Han et al., 2015), and also
a critical problem in China because of numerous food scandals in recent years (Liu and
Niyongira, 2017). These include the 2008 Chinese milk scandal, and the 2011 discovery that
meat from Shuanghui Group, China’s largest meat supplier, contained a forbidden chemical
(clenbuterol hydrochloride). Thanks to increasingly stringent legislation and the continuous
advancement of information technology used in monitoring and inspecting food at all stages
of the supply chain, the food industry is now facing more stringent quality control standards
and procedures (Al-Tal, 2012). Nevertheless, food safety incidents continue to occur (e.g.
bovine spongiform encephalopathy and Listeria monocytogenes incidents); thus, consumers
have a serious crisis of confidence in the food industry. These events illustrate the importance
IMDS
120,4
810
This work was supported by the National Natural Science Foundation of China (Grant No. 71702049);
this research was supported by the China Postdoctoral Science Foundation Grant (2018M630816). This
work was also partially supported by the Cultivation Program for Innovative Team of Philosophy and
Social Science of Henan University (2019CXTD008) and Philosophy and Social Science Planning Project
of Henan Province (2017BJJ020).
The current issue and full text archive of this journal is available on Emerald Insight at:
https://www.emerald.com/insight/0263-5577.htm
Received 6 September 2019
Revised 30 November 2019
16 January 2020
Accepted 25 January 2020
Industrial Management & Data
Systems
Vol. 120 No. 4, 2020
pp. 810-824
© Emerald Publishing Limited
0263-5577
DOI 10.1108/IMDS-09-2019-0469
To continue reading
Request your trial