Factors influencing intentions to take precautions to avoid consuming food containing dairy products

Hung‐Yi Lu (Department of Communication and Graduate Institute of Telecommunications, National Chung Cheng University, Min‐Hsiung, Taiwan)
Hsin‐Ya Hou (Department of Journalism, National Chengchi University, Taipei, Taiwan)
Tzong‐Horng Dzwo (Applied Foreign Languages Department, National Kaohsiung University of Applied Science, Kaohsiung City, Taiwan)
Yi‐Chen Wu (Department of Advertising and Public Relations, Fu Jen Catholic University, Taipei, Taiwan)
James E. Andrews (School of Library and Information Science, University of South Florida, Tampa, Florida, USA)
Shao‐Ting Weng (Graduate Institute of Telecommunications, National Chung Cheng University, Chia‐Yi, Taiwan)
Mei‐Chun Lin (Graduate Institute of Telecommunications, National Chung Cheng University, Chia‐Yi, Taiwan)
Jun‐Ying Lu (Graduate Institute of Telecommunications, National Chung Cheng University, Chia‐Yi, Taiwan)

British Food Journal

ISSN: 0007-070X

Publication date: 7 September 2010

Abstract

Purpose

The melamine milk scandal caused a crisis of confidence in food containing dairy products. The purpose of this paper is to explore the determinants of precautionary behaviour to avoid food containing dairy products among Taiwanese college students.

Design/methodology/approach

Of the total respondents selected using a multistage cluster sampling plan, 1,213 respondents completed the questionnaire.

Findings

The survey results showed that subjective norms, attitude, perceived behavioural control, attention to news, and perceived credibility of information are significantly associated with the intention to take precautionary behaviour.

Originality/value

The paper developed a modified theory of planned behaviour (TPB) that focused on attention and perceived credibility of milk scandal‐related information as additional determinants of precautionary behaviour to avoid food containing dairy products. The inclusion of attention and perceived credibility of information constructs enabled a better model fit than that of the TPB model.

Keywords

Citation

Lu, H., Hou, H., Dzwo, T., Wu, Y., Andrews, J., Weng, S., Lin, M. and Lu, J. (2010), "Factors influencing intentions to take precautions to avoid consuming food containing dairy products", British Food Journal, Vol. 112 No. 9, pp. 919-933. https://doi.org/10.1108/00070701011074318

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Publisher

:

Emerald Group Publishing Limited

Copyright © 2010, Emerald Group Publishing Limited

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