TITLE:
Consumers’ Purchase Intentions toward Traceable Beef—Evidence from Beijing, China
AUTHORS:
Huan Song, Ruimei Wang, Yu Hu
KEYWORDS:
Traceable Beef, Theory of Planned Behavior, Purchase Intention
JOURNAL NAME:
American Journal of Industrial and Business Management,
Vol.7 No.10,
October
16,
2017
ABSTRACT: The
utility of food traceability standards aims to reduce the of food security and
to provide consumers with targeted information. A survey has been conducted on
sample of consumers in Beijing (n = 234), aiming to explain the intention
toward purchasing traceable beef using the theory of planned behavior (TPB). Based on the TPB, the present study has
added new variable: past experience. Structural Equation Modeling is applied to
test the TPB model. Results show that attitude, subjective norm and past
experience are positively associated with intention to traceable beef.