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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)
Shuman Wang (Business School of Henan University, Henan University, Kaifeng, China)
Xiaolei Yu (Business School of Henan University, Henan University, Kaifeng, China)

Industrial Management & Data Systems

ISSN: 0263-5577

Article publication date: 25 February 2020

Issue publication date: 1 April 2020

2591

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 perceived value 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

Acknowledgements

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).

Citation

Yuan, C., Wang, S. and Yu, X. (2020), "The impact of food traceability system on consumer perceived value and purchase intention in China", Industrial Management & Data Systems, Vol. 120 No. 4, pp. 810-824. https://doi.org/10.1108/IMDS-09-2019-0469

Publisher

:

Emerald Publishing Limited

Copyright © 2020, Emerald Publishing Limited

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