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Article

Chunlin Yuan, Shuman Wang and Xiaolei Yu

Based on the involvement and customer-delivered value theories, this paper proposes a comprehensive framework with which to examine the relationships between food…

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.

Details

Industrial Management & Data Systems, vol. 120 no. 4
Type: Research Article
ISSN: 0263-5577

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Article

Nga Mai, Sigurdur Gretar Bogason, Sigurjon Arason, Sveinn Víkingur Árnason and Thórólfur Geir Matthíasson

The purpose of this paper is to investigate how the seafood industry perceives benefits of traceability implementation. Furthermore, ex ante cost‐benefit analyses (CBAs…

Abstract

Purpose

The purpose of this paper is to investigate how the seafood industry perceives benefits of traceability implementation. Furthermore, ex ante cost‐benefit analyses (CBAs) of adopting new traceability systems are conducted for two firms, operating at different steps of the seafood supply chains, to obtain preliminary knowledge on the net benefits of the project and on how costs and benefits are distributed among the actors.

Design/methodology/approach

This is a case‐based study.

Findings

The surveyed companies perceive improving supply chain management as the most important benefit of traceability. Other benefits are increase of the ability to retain existing customers; product quality improvement; product differentiation; and reduction of customer complaints. However, the quantifiable benefits are perceived differently by the actors at different steps in the supply chains, e.g. implementing radio frequency identification (RFID) tags on pallets in the seafood trading company case study shows tangibly quantifiable benefits.

Originality/value

The paper is useful for both practitioners and academics regarding perceived benefits of traceability in fish supply chains. The research provides initial insight into seafood companies' perspectives on the benefits of adopting RFID‐based traceability solutions. The paper suggests that the financial burden of implementing traceability may be borne by the processing firms, while gains are reaped by firms in the distribution business closer to the end consumer. This could provide a partial explanation as to why traceability has been slow to gain ground as a visible value‐adding marketing tool, and is mainly being driven by food safety regulations.

Details

British Food Journal, vol. 112 no. 9
Type: Research Article
ISSN: 0007-070X

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Article

Wejdene Yangui and Nibrass Hajtaïeb El Aoud

– The purpose of this paper is to explore the determinants of the need for reassurance, while emphasizing the role of perceived traceability.

Abstract

Purpose

The purpose of this paper is to explore the determinants of the need for reassurance, while emphasizing the role of perceived traceability.

Design/methodology/approach

Data were collected through individual interviews, and analyzed by thematic analysis.

Findings

Results showed that the traceability of modern foods is low perceived by the consumers. This indirectly influences the need for reassurance toward the modern foods by reducing the confidence in these products and strengthening the feeling about the risk associated to their consumption.

Research limitations/implications

The major limits of this paper concern the development of the research model through the means of an exploratory study. This can affect the possibility to generalize results since the described hypotheses are not quantitatively validated. Another limit is concerned by the non-investigation of moderating factors, which can be the object of future researches.

Originality/value

This paper is one of the few efforts integrating the need for reassurance in a theoretical model of consumer behavior, and explaining its origins. This justifies the use of a qualitative methodology.

Details

British Food Journal, vol. 117 no. 2
Type: Research Article
ISSN: 0007-070X

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Article

Delma Poniman, Sharon Purchase and Joanne Sneddon

The purpose of this paper is to explore the emergence and implementation of traceability systems in the Western Australian (WA) Halal food industry. In particular, to…

Abstract

Purpose

The purpose of this paper is to explore the emergence and implementation of traceability systems in the Western Australian (WA) Halal food industry. In particular, to understand how individuals in facilitating organizations perceive the Halal idea logic and the benefits that a traceability system can provide to the Halal food processing industry.

Design/methodology/approach

An empirical qualitative approach was employed to examine these issues utilizing in-depth interviews. Thematic analysis was carried out using Leximancer software.

Findings

Findings suggest that individual’s perception of Halal idea logic is aligned to the roles they perform. These perceptions were impacted by the specific objectives or business interests of each organization. Facilitating organizations also perceive that traceability systems are a strategic tool in the Halal food processing industry.

Practical implications

The research provides insights into how to improve existing understanding of the Halal idea logic within Halal food business networks and the benefits of implementing traceability systems in Halal food production. Joint activity between firms creates a network effect, where the value created is greater than that which the firms alone can create.

Originality/value

Though traceability systems have become increasingly popular in the food industry, little research has been undertaken to understand how individuals in facilitating organizations perceive these systems, particularly in the growing Halal food industry. Hence, the study contributes to the literature of traceability studies and the area of change and process adaptation in business relationships in the context of halal food production.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 27 no. 2
Type: Research Article
ISSN: 1355-5855

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Article

Jun-Jie Hew, Lai-Wan Wong, Garry Wei-Han Tan, Keng-Boon Ooi and Binshan Lin

Given the emerging nature of integrating blockchain into food traceability systems, this study aims to investigate the intention to participate in a blockchain-based Halal…

Abstract

Purpose

Given the emerging nature of integrating blockchain into food traceability systems, this study aims to investigate the intention to participate in a blockchain-based Halal traceability system through a united model that consists of Halal orientation strategy, institutional theory and diffusion of innovation theory.

Design/methodology/approach

A sample that consists of 143 Malaysian Halal food and beverage manufacturers was drawn from Halal Malaysia Official Portal using the simple random sampling technique. The responses were collected from the key managerial personnel with experience and knowledge on the Halal supply chain using phone interviews. Subsequently, the partial least squares structural equation modelling approach was then used to analyse the theoretical model.

Findings

The manufacturers would go through a chain of the process before deciding to participate in the traceability system. Firstly, the manufacturers which practice a comprehensive Halal orientation strategy will be more perceptive towards the institutional pressures that demand them to participate in a traceability system. Secondly, in response to the pressures, the manufacturers would evaluate the technological characteristics of the system and subsequently develop their perceived desirability. Thirdly, the manufacturers with favourable perceived desirability shall decide to participate in the system.

Originality/value

This study advances the current literature of Halal supply chain, information systems, operations management and blockchain through an integrated model that could explain 73.19% of the variance in intention to participate.

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Article

Stefanella Stranieri, Luigi Orsi and Alessandro Banterle

The aim of the paper is to investigate the determinants leading firms to choose among different voluntary standards within food supply chains. In specific, the authors…

Abstract

Purpose

The aim of the paper is to investigate the determinants leading firms to choose among different voluntary standards within food supply chains. In specific, the authors explored the role of transaction risks, i.e. internal and exogenous risks, in the adoption of different traceability standards.

Design/methodology/approach

A survey was conducted within the Italian population of 216 food-processing firms that adopt voluntary traceability schemes. The identification of different transaction risks was based on the literature on supply chain management and transaction cost economics. An ordinal regression model was used in the analysis.

Findings

Empirical results highlight that the transaction risks perceived by food firms play a significant role on the kind of traceability schemes to adopt. There is a positive link between internal risks and the decision to implement complex schemes. Moreover, a negative relationship between the perceived exogenous risks and the complexity of the standard adopted is also observed. Exogenous transaction risk lead to the implementation of standards which do not imply strong co-ordination. On the contrary, internal risks imply complex schemes that lead to closer supply chain relationships.

Research limitations/implications

The analysis is limited to cross-sectional data for a single country, and further investigation would help assess the generalisation of the findings.

Practical implications

The analysis can be considered a useful framework to orient firms strategic decisions towards the most appropriate voluntary standard to adopt for an efficient management of vertical relationships within food supply chains.

Originality/value

The present analysis is the first attempt to explain the determinants leading firms to choose among different kinds of voluntary standards within food supply chains. The approach used reveals that transaction risks can be considered a useful framework to explain firms’ strategic decisions related to the kind of schemes to adopt.

Details

Supply Chain Management: An International Journal, vol. 22 no. 2
Type: Research Article
ISSN: 1359-8546

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Article

Donghee Shin and Yujong Hwang

This study takes an affordance approach to explain how users perceive the affordance of user action within blockchain and examines how it influences the subsequent user…

Abstract

Purpose

This study takes an affordance approach to explain how users perceive the affordance of user action within blockchain and examines how it influences the subsequent user experience. Focusing on the effect of trust on cognitive processes, the authors analyze how affordances in blockchains affect the user experience.

Design/methodology/approach

The blockchain affordances are examined through a two-stage process. The authors employ a qualitative analysis based on insights gained from the current literature and interviews. The authors then apply a quantitative survey to examine the role of trust in interactions with blockchain services. A structural user model was tested in which their appreciation of affordances of blockchain predicted the trust and satisfaction.

Findings

Users' appreciation for transparency and reliability explained to what extent they trust and are satisfied, thereby suggesting the heuristic roles of trust in blockchains. The study findings indicate a heuristic role for trust regarding underlying links to technological and affective affordances. A user's cognitive heuristics affect their attitudes toward blockchain, in which technological features are processed through users' perceptions and experience.

Research limitations/implications

The model contributes to the conceptualization of security, privacy and traceability along with trust, which is then linked to transparency and reliability. The findings show how the frame of affordances gains explanatory power by being linked to the concepts of affect and emotion. The heuristics of direct perception of security–traceability–privacy (STP) can be used to understand the trajectory of heuristics and ongoing choices of blockchain.

Practical implications

The study results offer a lens through which to address the technology's most common problems by pairing user experience principles and heuristics to blockchain technologies. This study offers insights into the understanding of user actions related to blockchains and into practical implications for developing trust-based services. The results guide the application and tailoring of motivational affordances in blockchain.

Originality/value

While blockchain technology has gained popularity and momentum, there has been little research on how specific features of blockchain technology create value. This study contributes to the research gap by highlighting the role and dimension of trust in relation to STP in blockchains and provides meaningful implications for theory and practice.

Details

Online Information Review, vol. 44 no. 4
Type: Research Article
ISSN: 1468-4527

Keywords

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Article

Morteza Haghiri

The fisheries and aquaculture industry has observed substantial reduction in the demand for farmed Atlantic salmon after the food incidence of polychlorinated biphenyls in…

Abstract

Purpose

The fisheries and aquaculture industry has observed substantial reduction in the demand for farmed Atlantic salmon after the food incidence of polychlorinated biphenyls in the product. To regain consumer confidence in the quality and safety of the product new policies, such as advanced traceability and identity preservation systems in the fisheries and aquaculture industry have been suggested. The purpose of this paper is to examine consumers’ preferences to pay a premium price for certified farmed Atlantic salmon that is passed through various quality and traceability systems in the province of Newfoundland and Labrador, Canada.

Design/methodology/approach

The paper uses the contingent valuation (CV) method by estimating a probit regression model to assess consumers’ preferences for certified farmed Atlantic salmon. In particular, the paper measures consumers’ willingness to pay (WTP) a premium price to purchase the product. The CV method is the most widely used methodology in measuring individuals’ attitudes toward purchasing certified products. To estimate the parameters of the model, the authors carried out a consumer survey in spring 2010 and successfully completed 120 questionnaires in the province.

Findings

The paper provides empirical insights about how households are interested in consuming certified farm-raised Atlantic salmon by paying an additional premium price to purchase the product. The results of the study show that although consumers believe that traceability methods, on average, will increase the price of certified farmed Atlantic salmon their preferences toward the consumption of the product will not be changed.

Research limitations/implications

Since the paper uses the CV method to evaluate individuals’ preferences for certified farm-raised Atlantic salmon, the authors also suggest another study that uses a non-hypothetical choice experimental approach to elicit households’ WTP a premium price for the product.

Originality/value

This paper shows how consumers’ decisions to purchase certified farm-raised Atlantic salmon can be affected by a series of demographic, socio-economicand other variables that reflect consumers’ awareness of issues surroundings farmed Atlantic salmon and quality assurance.

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Article

Shi Zheng, Pei Xu, Zhigang Wang and Shunfeng Song

The purpose of this paper is to discuss the evolution of the food traceability system in China, examine factors that affect consumers' perception of a food traceability

Abstract

Purpose

The purpose of this paper is to discuss the evolution of the food traceability system in China, examine factors that affect consumers' perception of a food traceability system, and determine their willingness to pay for having the system.

Design/methodology/approach

Beijing, one of the largest pork markets in urban China, was chosen and 400 consumers were randomly interviewed using questionnaires and finally a logistic model was employed to analyze consumers' willingness to pay for traceable pork.

Findings

The authors found that consumers' perception of pork traceability system is subject to a comparatively low level. Purchasing of traceable pork is affected by gender, self‐evaluation of health, awareness of the traceability system, concern about food safety, and the stochastic price willing to pay.

Originality/value

The paper is the first to quantify Chinese consumers' valuation for traceable pork and it helps pork producers and marketers understand consumers' willingness to pay a small premium of 4.5 RMB/kg (0.7 USD) for traceable pork. This finding has imperative policy implications that could help the government deal with the high cost associated with the use of a pork traceability system.

Details

China Agricultural Economic Review, vol. 4 no. 2
Type: Research Article
ISSN: 1756-137X

Keywords

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Article

Olga Christophorou Kehagia, Christian Colmer and Minas G. Chryssochoidis

The purpose of this paper is to assess impact of literacy on the combinations of traceability information on food packages of chilled chicken nuggets and fish fingers…

Abstract

Purpose

The purpose of this paper is to assess impact of literacy on the combinations of traceability information on food packages of chilled chicken nuggets and fish fingers consumers choose.

Design/methodology/approach

A discrete choice experiment, belonging to the “stated preference method” was designed to meet the purpose of this study with 512 German and Greek consumers. According to this method, the information is gathered using methods of distinct preference asking individuals face to face questions about their behaviour.

Findings

The results indicate that literacy has an impact on the combinations of information consumers choose; specific information is most useful and sought by high- and low-literate consumers; and price is an important factor for the consumer choices presented in the current study, but cannot overshadow other equally important factors.

Practical implications

Marketing issues are raised because of the importance and utility consumers attach to traceability systems.

Originality/value

This is a novel research concerning literacy’s impact on the combinations of package information chosen by consumers in Germany and Greece in relation to the two studied chilled chicken and fish products (i.e. chilled chicken nuggets and fish fingers).

Details

British Food Journal, vol. 119 no. 4
Type: Research Article
ISSN: 0007-070X

Keywords

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