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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.

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.

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.

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.

Organic rice forms the largest portion of the Thai organic food market. Because of its increasing popularity, marketers need to better understand consumer behaviour to address emerging concerns regarding product safety and quality and to tailor better marketing strategies relevant to the development of organic rice. As such, this study aims to examine consumers' purchase intention towards organic rice, using traceability information, and to investigate the direct and moderating roles of product traceability knowledge, using the theory of planned behaviour.

Responses were collected from 243 organic rice consumers in a farmers' market in Chachoengsao Province, Thailand, following a convenience sampling approach. The gathered data were analysed using structural equation modelling to evaluate the strength of the relationship between the constructs.

The findings reveal that subjective norms, health consciousness and product traceability knowledge have a significant positive influence on consumers’ intention to purchase organic rice. This study also establishes the moderating role of product traceability knowledge in perceived behavioural control and purchase intention, indicating that elaborated product information through traceability is essential for consumers who feel capable of buying the product. However, the direct effects of attitude and perceived behavioural control are insignificant, indicating the presence of external barriers to the purchase of organic rice, and that people may have a negative attitude towards the product. In addition, the cost perception result reveals that consumers consider price as an indicator of organic product quality, thereby increasing their desirability.

The findings of this study will help community enterprises in Thailand develop a more effective marketing strategy based on the identified motivators of organic rice purchase intention.

This study develops a model that integrates important factors related to organic food consumption to generate a more comprehensive analysis of this mainstream research. To the best of the authors’ knowledge, this is also the first study to investigate the moderating role of product traceability knowledge to obtain a new and more focused understanding of how this factor influences purchase intention when applied explicitly to organic food. Finally, the findings provide theoretical contributions and implications for both the community enterprise and policymakers on developing strategies for organic rice marketing among community enterprises in Thailand.

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.

This is a case‐based study.

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.

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.

The incredulity among Muslim consumers due to fake and doubtful halal logos has led to some querying the halal compliance and halal integrity among food small and medium enterprises (SMEs). By using the traceability systems consumers may track and trace the movement of food products available in the market. The purpose of this paper is to investigate factors that influence food SMEs’ intention to adopt a halal traceability system.

A structured questionnaire survey was developed and administered to a systematic random sampling of 260 food SMEs. The data were analyzed using descriptive analysis, Chi-square analysis, Pearson correlation analysis and logistic regression analysis.

The results revealed a strong correlation between the environmental aspect (EA) and perceived usefulness (PU) of a halal traceability system. Sales turnover, PU, perceived ease of use, technological aspect, organizational aspect and EA are the factors that influenced food SMEs’ intention to adopt a halal traceability system.

The context of this study is confined to the SMEs in the food industry in Peninsular Malaysia, thereby limiting the generalizability of the findings to other industries.

This study shows a halal traceability system facilitates food SMEs in enhancing their business and provides tremendous potential to further improve the halal industry in Malaysia.

The traceability system that is perceived to be easy and useful are the most influential factors toward the adoption of technology among food SMEs. Thus, this study confirms the growing importance of the halal traceability system in the food industry.

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

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

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.

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.

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.

Despite its crucial role in ensuring food safety, traceability remains underutilized by small and medium-sized enterprises (SMEs), a vital component of China’s agricultural supply chain, thereby compromising the integrity of the supply chain traceability system. Therefore, this study sets out to explore the factors influencing SMEs’ adoption of traceability systems and the impact of these factors on SMEs’ intent to adopt such systems. Furthermore, the study presents a model to deepen understanding of system adoption in SMEs and provides a simulation demonstrating the evolutionary trajectory of adoption behavior.

This study considers the pivotal aspects of system adoption in SMEs, aiming to identify the influential factors through a grounded theory-based case study. Concurrently, it seeks to develop a mathematical model for SMEs’ adoption patterns and simulate the evolution of SMEs’ adoption behaviors using the Q-learning algorithm.

The adoption of traceability among SMEs is significantly influenced by factors such as system attributes, SMEs’ capability endowment, environmental factors and policy support and control. However, aspects of the SMEs’ capability endowment, specifically their learning rate and decay rate, have minimal impact on the adoption process. Furthermore, group pressure can expedite the attainment of an equilibrium state, wherein all SMEs adopt the system.

This study fills the existing knowledge gap about the adoption of traceability by SMEs in China’s agricultural supply chain. This study represents the pioneer study that identifies the factors influencing SMEs’ adoption and examines the effects of these factors on their traceability adoption, employing a multi-methodological approach that incorporates grounded theory, mathematical modeling and the Q-learning algorithm.

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.

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

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.

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.

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.

This study explores the influence of the following factors on consumer adoption of blockchain food traceability (BFT): innovation-adoption characteristics, segmentation, expertise in food traceability, expertise in blockchain technology, food categorical preferences and perceived important features of BFT.

The data was collected via an online questionnaire with 1,401 participants in New Zealand. Exploratory factor analysis, structural equation modelling and segmentation analysis were undertaken.

Consumer adoption of blockchain food traceability was significantly influenced by two innovation-adoption characteristics – perceived incentives and perceived complexity, as well as their expertise in food traceability. Two consumer segments were identified: Conservatives (48%) and Pioneers (52%). Significant differences were found between these two segments in terms of gender, age, education, occupation, residential area and ethnicity. Consumers are more willing to use BFT for purchasing fresh, imported, staple and normal foods than for processed, domestic and upscale foods. Their perceived important specific features of BFT are product origin, food safety information, quality control, food safety information, hygienic condition and scarcity management.

This study contributes knowledge to address the current knowledge gap regarding consumer adoption of blockchain food traceability by using a large sample set. It is also the first study to recognise consumer segments for BFT; to provide information about consumers' important socio-demographic characteristics, food categorical preferences and perceived important features towards BFT; and to explore the influences of consumers' innovation-adoption characteristics, expertise in food traceability and expertise in blockchain technology on their adoption of blockchain food traceability.

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.

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.

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.

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.

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.

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.

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.

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

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.

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.