Journal of Food, Agriculture and Environment

How does trust on coregulation system of food safety shape consumers’ participation intention in food traceability system — Evidence from China

Author(s):

Guanghua Han

Recieved Date: 2023-01-10, Accepted Date: 2023-03-27

Abstract:

Food Traceability System (FTS) is important to protect consumers from food safety risk. Using data collected from a survey conducted in China, we examined consumer perceptions and attitudes toward FTS. Through econometric analysis, we examined the main factors influencing consumers’ willingness to buy (WTB) certified traceable foods and willingness to pay (WTP) for traceability system, particularly the influence of consumers’ tripartite trust in government, platforms, and media. Our findings show that age, education level, household registration, access to food safety knowledge, and food safety concerns all significantly affect consumers’ purchase intentions. However, educational attainment and food safety concerns were the only two factors that had a significant impact on the actual premium that consumers were willing to pay. Research on trust shows that consumers’ trust in government regulation significantly affects their willingness to buy traceable food and pay for traceability system. The higher the trust in the media, the higher the willingness to buy traceable food, but the influence of trust in the media on willingness to pay is not significant. Consumer trust in the platform’s supervision ability has no significant impact on the purchase willingness for traceable food and willingness to pay for traceability system.

Keywords:

Food traceability systems, trust, willingness to buy, willingness to pay

---

Journal: Journal of Food, Agriculture and Environment
Year: 2023
Volume: 21
Issue: 2
Category: Food and Health
Pages: 26-33

---

Full text for Subscribers

---

Information:

Note to users

The requested document is freely available only to subscribers / registered users with an online subscription to this Journal. If you have set up a personal subscription to this title please enter your user name and password (https://www.wflpublisher.com/Pages/subscription-procedure). All abstracts are available for free.

Article purchasing

If you like to purchase this specific document such as article, visit the site https://www.wflpublisher.com/Journal. Software and compilation, Science & Technology, all rights reserved. Your use of this website details or service is governed by terms of use. Authors are invited to check from time to time news or information.

---

Purchase this Article:   20 Purchase PDF Order Reprints for 15

---

Share this article :