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Exploring consumer purchase intentions towards traceable minced beef and beef steak using the Theory of Planned Behavior
Food Control ( IF 6 ) Pub Date : 2018-09-01 , DOI: 10.1016/j.foodcont.2018.03.035
Michelle Spence , Violeta Stancu , Christopher T. Elliott , Moira Dean

Abstract Recently, traceability labels with a quick response (QR) code have been printed on product packaging to help consumers easily access traceability information through their smart phones. We analyzed consumer (n = 616) attitudes and purchase intentions towards traceable minced beef/beef steak in England, and identified psychosocial determinants of their purchase using the theory of planned behavior (TPB). Respondents held a general favorable attitude with positive behavioral beliefs and high trust towards the traceable product. In the TPB model, attitude was the main determinant of intention to purchase each traceable product, followed by subjective norm and perceived behavioral control (PBC). The predictive power of the TPB model increased marginally for each sub-group when it was extended with habits, trust, and frequency of purchase. In the TPB-extended minced beef model, PBC was no longer a significant driver, and trust replaced subjective norm as the second most important predictor. In the TPB-extended beef steak model, attitude, subjective norm and PBC were all still significant drivers of intention, however, in order of importance, production process habits and origin habits were more important than PBC. These findings have importance for those involved in the production and marketing of beef.

中文翻译:

使用计划行为理论探索消费者对可追溯碎牛肉和牛排的购买意愿

摘要 最近,带有快速响应(QR)码的追溯标签已被印在产品包装上,以帮助消费者通过智能手机轻松获取追溯信息。我们分析了英国消费者 (n = 616) 对可追溯碎牛肉/牛排的态度和购买意愿,并使用计划行为理论 (TPB) 确定了他们购买的心理社会决定因素。受访者普遍持有积极的行为信念和对可追溯产品的高度信任的良好态度。在 TPB 模型中,态度是购买每个可追溯产品的主要决定因素,其次是主观规范和感知行为控制(PBC)。随着习惯、信任和购买频率的扩展,TPB 模型对每个子组的预测能力略有增加。在 TPB 扩展的碎牛肉模型中,PBC 不再是一个重要的驱动因素,信任取代主观规范成为第二重要的预测因素。在TPB扩展的牛排模型中,态度、主观规范和PBC仍然是意图的重要驱动因素,但是,从重要性的顺序来看,生产过程习惯和产地习惯比PBC更重要。这些发现对参与牛肉生产和营销的人员具有重要意义。
更新日期:2018-09-01
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