The antecedents of purchase intention of meat with traceability in Thai consumers
| Autor: | Kawpong Polyorat, Nathamon Buaprommee |
|---|---|
| Rok vydání: | 2016 |
| Předmět: |
0301 basic medicine
030109 nutrition & dietetics Traceability business.industry Strategy and Management media_common.quotation_subject Supply chain 05 social sciences food and beverages Advertising Health consciousness Food safety Structural equation modeling 03 medical and health sciences 0502 economics and business 050211 marketing Quality (business) Product (category theory) Business Business and International Management Marketing Consciousness media_common |
| Zdroj: | Asia Pacific Management Review. 21:161-169 |
| ISSN: | 1029-3132 |
| DOI: | 10.1016/j.apmrv.2016.03.001 |
| Popis: | Due to the emergence of mad cow disease and avian flu in poultry, meat traceability has been implemented within the meat supply chain to more effectively handle food safety and quality issues. This study aims to examine antecedents of purchase intention of meat with traceability including health consciousness, quality consciousness, product diagnosticity, perceived quality and product trust. The survey with 463 participants was conducted in Thailand and data were analyzed with structural equation model. Results reveal that health consciousness and quality consciousness positively influence product diagnosticity of meat with traceability, which, in turn, positively influences perceived quality and product trust. Furthermore, trust is found to be a significant mediator between this set of relationship. Based on findings, marketers may design more persuasive marketing strategies for traceable meat. |
| Databáze: | OpenAIRE |
| Externí odkaz: |
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