An integration of traceability elements and their impact in consumer's trust

The influence of traceability label trust on consumers' traceability pork purchasing behavior: Based on the moderating effect of food safety identification

Based on 908 consumer questionnaire data from 15 urban areas in Shanghai, we use the binary logit model to empirically analyze the impact of traceability label trust on consumers' traceable pork purchase behavior and the moderating effect of food safety identification. After constructing the theoretical analysis framework, this paper verifies it from the two aspects of statistical analysis and econometric analysis and tests the robustness of the final results. The results show that: first, traceability label trust has a significant positive impact on consumers' traceability pork behavior. Second, food safety identification can significantly strengthen and promote this process. Third, consumers' purchasing behavior is significantly positively affected by traceable pork consumption scenarios and price labels, but the permanent elderly in the composition of family members significantly negative impact on it. Therefore, we put forward relevant policy suggestions, such as strengthening the knowledge popularization and publicity based on the advantageous commodity attributes of traceable pork, carrying out food safety knowledge popularization education, and enhancing consumers' risk perception and food safety identification ability.

Assessing the role of organic food supply chain traceability on food safety and consumer wellbeing: A mediated-moderation investigation

Introduction/Purpose

Drawing on dynamic capabilities theory, this study offers a comprehensive framework for examining the relationships between organic food supply chain traceability, consumer wellbeing, and food safety trust based in organic food sector. The study also explores how consumer awareness of organic food influences the relationship between consumer wellbeing and food safety. We also look at a mediated moderation mechanism in the relationships stated earlier.

Methods

Using a survey as the primary data collecting method, a total of 221 usable responses were collected. To test the hypothesized relationships between all variables, SPSS PROCESS Macro 3.3 is utilized.

Results

The findings show that the organic food traceability OFSC affect food safety trust and food safety and consumer wellbeing are positively associated, while consumer awareness of organic food acts as a moderator on the relationship between food safety trust and consumer wellbeing. Also consumer awareness conditionally influences the strength of the indirect relationship between OFST and consumer wellbeing via food safety, thereby indicates a mediated moderation mechanism among the study variables.

Discussion/Implications

This study clarifies how consumer food safety trust and organic food traceability can enhance their wellbeing. It contributes to the theory of dynamic capabilities as well as organic traceable product marketing strategies.

Determination of the geographical origin of Trachinotus ovatus and Pampus argenteus in China by multi-element and stable isotope analysis

This study aimed to determine whether Trachinotus ovatus and Pampus argenteus could be differentiated by multi-element composition or stable isotope ratio analysis of δ¹³C and δ¹⁵N. The multi-element analysis values of a total of 60 Pampus argenteus samples from three sites and 60 Trachinotus ovatus samples from four sites around China were determined, and the other 60 samples of Pampus argenteus and 51 samples of Trachinotus ovatus were tested by principal component analysis (PCA) to estimate the accuracy of origin identification. The results showed that the cross-validation accuracy rate is 92.2% for the Pampus argenteus and 98.3% for the Trachinotus ovatus. Stable isotope analysis of δ¹³C and δ¹⁵N also can distinguish Trachinotus ovatus from different geographical origins. These results showed that the usefulness of multi-element and stable isotope analysis as indicators for authenticating the geographical origin of two pomfrets in China.

What Intentions and Interesting Information Can Attract Consumers to Scan QR Code While Buying Eggs?

A Quick Response Code (QR Code) aims to provide accurate and traceable information to consumers wanting to verify the quality of agri-food products. This study aimed to investigate the experiences and intentions of scanning QR Code in traditional markets and supermarkets. Furthermore, the types of egg information in the QR Code were explored to identify consumer interests when purchasing eggs. The empirical data were collected from 1112 valid responses throughout Taiwan from July to September, 2020. The Logit, Probit models, and the Bivariate Probit model were used to examine the data. Results showed that shoppers' propensity to scan QR Code revealed a significant difference between traditional markets and supermarkets, i.e., supermarket shoppers having higher a propensity to scan a QR Code. Of the 10 types of potential egg information in the QR Code, over half of respondents said that the production certificate label and inspection information were the top reasons that they would be interested in scanning a QR Code. This was particularly the case for homemakers aged between 51 and 60 years old and those who had scanned QR Code before and would like to pursue more egg information. Since the egg producers have resisted joining the traceability system, the implication of this study provides very practical strategies for government, policy makers, and producers in Taiwan.

Food Traceability as an Element of Sustainable Consumption-Pandemic-Driven Changes in Consumer Attitudes

A conscious approach to the issue of food traceability on the part of consumers is essential for making rational food purchases, which in turn contributes to sustainable consumption and globally, is an element of sustainable development. The study aims to assess the changes in consumers' buying behaviors in the context of food traceability before and during the COVID-19 pandemic, as well as the impact of sociodemographic factors on those changes. Therefore, an online survey was conducted on a sample of 1000 respondents who were Polish food consumers. The study covered aspects related to the traceability of food by consumers before and during the pandemic. The results allowed for positive verification of the H1: Polish consumers attitudes related to food buying process changed during the COVID-19 pandemic. The results didn't allow for fully positive verification of the H2: Sociodemographic factors significantly influence Polish consumers attitudes to the food shopping during COVID-19 period compared to pre-pandemic period. The significant influence was supported in almost all (in 6 out of 8) analyzed aspects in case of age, education, and place of residence. However, in case of gender it was confirmed only in terms of two out of eight aspects: choosing product of national origin and using the online form of ordering purchases.

Consumers’ Perception on Traceability of Greek Traditional Foods in the Post-COVID-19 Era

In the rising new global economic and social period, after the COVID-19 pandemic, traceability is expected to be a critical parameter for the selection of foods by consumers worldwide. Accordingly, traditional foods (TFs) can become the foods of choice in the new era due to their originality, authenticity, unique organoleptic properties, and locality. In this paper, the consumers’ perception on traceability regarding Greek TFs and northwest Greek TFs is investigated, in order to find out the specific information they require for the purchase of these foods. Traceability was tested using variables related to package, product, quality, process, and personal information of these foods. A self-response questionnaire survey was carried out in September and October 2021 on a sample of 1707 participants through the Google platform. The results show that the participants consider traceability regarding questions on package information “quite important” and “very important” by an average of 68%, on food information by 64%, on quality information by 69%, on production process information by 78%, and on personal information by 65%. A similar pattern was recorded for the regional northwest Greek TFs for information on production process, personal, and package data, although there was a significant increase in the perception by the participants for data related to food information itself by 87% and more related to quality information by 94%.

Consumer Trust in Food and the Food System: A Critical Review

Increased focus towards food safety and quality is reshaping food purchasing decisions around the world. Although some food attributes are visible, many of the attributes that consumers seek and are willing to pay a price premium for are not. Consequently, consumers rely on trusted cues and information to help them verify the food quality and credence attributes they seek. In this study, we synthesise the findings from previous research to generate a framework illustrating the key trust influencing factors that are beyond visual and brand-related cues. Our framework identifies that consumer trust in food and the food system is established through the assurances related to individual food products and the actors of the food system. Specifically, product assurance builds consumer trust through food packaging labels communicating food attribute claims, certifications, country or region of origin, and food traceability information. In addition, producers, processors, and retailers provide consumers with food safety and quality assurances, while government agencies, third-party institutions, advocacy groups, and the mass media may modify how labelling information and food operators are perceived by consumers. We hope our framework will guide future research efforts to test these trust factors in various consumer and market settings.

Consumers' Intention to Adopt Blockchain Food Traceability Technology towards Organic Food Products

Establishing a blockchain food traceability system (BFTS) is increasingly important and urgent to resolve the contradiction between consumers’ intention regarding safe food selections and the spread of polluted foods. Using the advantages of blockchain, such as immutability, decentralization, openness, and anonymity, we can build trusted food traceability systems based on these important characteristics. With reliable information, traceability from production to sales can effectively improve food safety. In this research, multiple models, namely, the information success model (ISS) and the Theory of Planned Behavior (TPB) are formed into a conceptual integrated framework to study the intentions’ influenced factors of BFTS technology for Chinese consumers to help ensure food safety and the quality of Chinese organic food products. A face-to-face questionnaire survey with 300 valid responses was analyzed by Partial Least Square from the Chinese consumers focusing on the organic food products. This study found that the attitude and perceived behavioral control qualities significantly and positively affect the usage intention in adopting BFTS, while the subjective norms are positively but not significantly correlation with the usage intention in using BFTS. The above results will inform suggestions for productors and academics along with implications to promote BFTS’ usage intention.

An Empirical Study on the Dairy Product Consumers' Intention to Adopt the Food Traceability's Technology: Push-Pull-Mooring Model Integrated by D&M ISS Model and TPB With ITM

Against the backdrop of frequent food safety problems, the importance of establishing food traceability systems has become increasingly important and urgent to address the contradiction between consumer information on safe food choices and the proliferation of problematic foods. The purpose of this study is to empirically study the influencing factors of Chinese consumers on the food traceability system in the food safety field (hereinafter referred to as FTS). In this study, multiple models—push factor (information system success model), pull factor (ITM theory), mooring factor (TPB), and switching intention—were integrated into the push-pulling-mooring theory (PPM) to form a conceptual PPM comprehensive model framework to study the switching intentions of two-dimensional code traceability technology for dairy products of Chinese consumers. By collecting the questionnaire survey, 305 valid questionnaires were collected from the consumers of middle- and high-end dairy products in China, and the influencing factors of thrust, pull, and mooring force were identified. The results showed that 10 of the 11 hypotheses were positive, but the impact of perceived risk on user satisfaction was negative. The important value of this study is to conduct a comprehensive empirical analysis of the key factors influencing consumer choice of traceable safe food through an integrated multi-model framework to help identify ways to establish and improve consumer willingness to use QR code traceable system products, to increase consumer confidence in the use of traceable and safe food choices.

Application of blockchain technology in food safety control：current trends and future prospects

Blockchain technology is a distributed ledger technology and is expected to face some difficulties and challenges in various industries due to its transparency, decentralization, tamper-proof nature, and encryption security. Food safety has been paid increasing attention in recent years with economic development. Based on a systematic literature critical analysis, the causes of food safety problems and the state-of-the-art blockchain technology overview, including the definition of blockchain, development history, classification, structure, characteristics, and main applications, the feasibility and application prospects of blockchain technology in plant food safety, animal food safety, and processed food safety were proposed in this review. Finally, the challenges of the blockchain technology itself and the difficulties in the application of food safety were analyzed. This study contributes to the extant literature in the field of food safety by discovering the excellent potential of blockchain technology and its implications for food safety control. Our results indicated that blockchain is a promising technology toward a food safety control, with many ongoing initiatives in food products, but many food-related issues, barriers, and challenges still exist. Nevertheless, it is expected to provide a feasible solution for controlling food safety risks.

A quantitative survey of consumer perceptions of smart food packaging in China

This study quantified the acceptability of smart food packaging technologies and determined their associations with sociodemographic, attitudinal, and behavioral characteristics of consumers in China. Two quantitative surveys were conducted using an intercept method in Beijing with one for intelligent food packaging and the other for active food packaging. Chi-square tests of independence and contingency tables were used to determine the acceptability of smart food packaging and significant associations with multiple variables. Smart packaging was accepted by 56% of participants in both surveys. Marital status and employment status were associated with the acceptance of active packaging, while consumer interactions with current food packaging were associated with the acceptance of intelligent packaging. Acceptance of both active and intelligent packaging was associated with trust in multiple institutions. This study is the first to provide broad information about Chinese consumers' acceptance of smart packaging technologies for food products. Findings from this research can contribute to further detailed consumer studies in product-specific packaging designs.

Compromise Effect in Food Consumer Choices in China: An Analysis on Pork Products

Compromise effect suggests that a product will have a higher chance to be chosen from a product choice set when its attributes are not the extremes (the best with the highest price or the worst with the lowest price). Few studies have examined compromise effect in food purchase. We investigate consumer pork purchase decision in the context of different decoy information intended to induce behavior and consider different presentation of decoy information. Furthermore, we explore compromise effect in relation to price, quality, and safety, which are directly related to consumer health. Results demonstrate that consumers exhibit significant compromise effects after receiving both low-price and high-price decoy information. However, when decoy information is presented after consumers have made choices without decoy information, their behavior changes systematically with a weakened compromise effect. This study highlights the implications of compromise effect in food marketing and policies related to food traceability and safety.

Traceability: Perception and attitudes of artisanal cheese producers in Brazil

This study aimed to evaluate the perceptions and attitudes of artisanal cheese producers (n = 40) in Brazil regarding the implementation of traceability. A questionnaire consisting of 16 statements using a 5-point Likert scale was applied, and descriptive statistics and factor analysis were used for data analysis. The implementation of a traceability system can reduce the number of consumer complaints and the loss of products, in addition to increasing supplier control and process safety, thus protecting health and increasing consumer confidence. However, we did not find consensus on the relationship between implementation of a traceability system and rapid recalls in crisis episodes, or on the reduction in recalls and their negative impact on consumers. Because of the costs that drive implementation of this technology, some artisanal cheese producers do not consider a traceability system as a current reality to monitor their production. We concluded that Brazilian artisanal cheese producers have limited awareness of the impact of traceability implementation, which restricts investments in the system.

Food Origin Traceability from a Consumer’s Perspective

The awareness of food origin in the consumers’ perspective has gradually become more significant not only in reference to consumers from highly developed countries but also from emerging ones, which are already on their way from a developing to developed economy. The purpose of the paper is to answer the research question by verifying four hypotheses formulated in the research process. The research question is: "Do the variables which characterize consumers of food products in Poland, including gender, age, education and financial status, affect the aspects related to food traceability, such as identification of the producer, importance of food product features when shopping, importance of the information given on food product packaging and influence of the shopping place and frequency on tracing the food origin?" The paper presents the results, analysis, and conclusions from the study in reference to the four assumed hypotheses related to the above-mentioned research question. The study was carried out on a group of 500 consumers of food products in Poland. The study topic selection is justified by the assumed significance of tracing back a food product’s origin for a consumer who functions in a globalization-based economy; this was confirmed by the subject literature presented in the paper.

Frontline Service Technology infusion: conceptual archetypes and future research directions

Purpose

Smart technologies and connected objects are rapidly changing the organizational frontline. Yet, our understanding of how these technologies infuse service encounters remains limited. Therefore, the purpose of this paper is to update existing classifications of Frontline Service Technology (FST) infusion. Moreover, the authors discuss three promising smart and connected technologies – conversational agents, extended reality (XR) and blockchain technology – and their respective implications for customers, frontline employees and service organizations.

Design/methodology/approach

This paper uses a conceptual approach integrating existing work on FST infusion with artificial intelligence, robotics, XR and blockchain literature, while also building on insights gathered through expert interviews and focus group conversations with members of two service research centers.

Findings

The authors define FST and propose a set of FST infusion archetypes at the organizational frontline. Additionally, the authors develop future research directions focused on understanding how conversational agents, XR and blockchain technology will impact service.

Originality/value

This paper updates and extends existing classifications of FST, while paving the road for further work on FST infusion.