Understanding consumer’ switching intention toward traceable agricultural products: Push‐pull‐mooring perspective

Abstract

Food traceability systems (FTSs) have been increasingly implemented in the food supply chain as a feasible solution to categorize the safety and quality of food. Governments across the world are striving to build public trust and to shift demand to traceable agricultural products (TAPs). This article stresses an important subject by focusing on consumer’ switching intention toward TAPs as product switching has a great impact on food producers and sellers. A total of 478 valid samples were collected from Taiwanese consumers via an online survey. By applying the Push‐Pull‐Mooring (PPM) model, the empirical results of PLS‐SEM analyses identified critical factors and their impacts on consumer switching intention: perceived risk uncertainty associated with non‐traceable food; perceived quality of TAP‐labeled food, willingness to pay a premium price, and health consciousness. Theoretically, this study sheds new light on the literature of migration studies, by examining consumer behavior toward FTSs, it is posited that the PPM theoretical model can predict switching decisions in the food sector. Practically, the findings suggested that FTS is a viable risk‐relieving strategy that should be utilized more heavily to boost consumer retention related to credible food options.

Trust and consumer confidence in the safety of dairy products in China

“…This then may be a viable risk-relieving and confidence-regaining strategy (Wen et al. , 2019; Nguyen et al. , 2021; Zhang et al.…”

“…First, due to the profound influence of the COVID-19 pandemic, consumers' concern is not only about the quality and healthiness of food but also the packaging and delivery process (Suhartanto et al. , 2021b; Nguyen et al. , 2021); consumer's behavior may be changed dramatically (Eger et al.…”

“…These actors should coordinate with each other to create a complete traceable system to ensure that the information that consumers needs is supplied and to engage consumers with the knowledge of such a system. This then may be a viable risk-relieving and confidence-regaining strategy (Wen et al, 2019;Nguyen et al, 2021;. Moreover, food safety issues occasionally occurred internationally over the past few years such as food-borne pathogenic bacteria incidents and horsemeat crisis in the EU.…”

“…A few directions of future research can be derived from this study. First, due to the profound influence of the COVID-19 pandemic, consumers' concern is not only about the quality and healthiness of food but also the packaging and delivery process (Suhartanto et al, 2021b;Nguyen et al, 2021); consumer's behavior may be changed dramatically (Eger et al, 2021;Gordon-Wilson, 2021;Prentice et al, 2020). Thus, future research on food consumption should be conducted in a timely manner to elaborate its impact on the confidence and trust of consumers.…”

Malaysia Consumers Green Purchasing Behaviour Towards Organic Products: A Review

“…More needs to be done to address the marketplace's current issue of credibility and trust. In general, farmers, merchants, and consumers are unaware of the larger scope of organic production and processing requirements in local market (Conroy and Lang, 2021;Nguyen, Yeh and Huang, 2022).…”