Traceability and Purchase Intention for Online Fresh Food in China: An Application of the Theory of Planned Behaviour

Abstract

Background: Persistent food safety challenges have heightened concerns about food safety among Chinese consumers. To mitigate food risks, a potential strategy is to include traceable information across the supply chain within product labellings.

Objectives: Based on the theory of planned behaviour (TPB), the objective of this dissertation is, first, to explore how traceable information on online fresh food affects Chinese consumers’ purchase intentions. The second objective is to examine the factors that mediate or moderate the relationship between traceable information and consumers’ purchase intentions.

Methodology: This study expands on the traditional TPB model by including three potential moderating variables: gender, educational level, and age. 208 valid data were obtained via online surveys sent to Chinese residents via the WeChat platform, and analyzed by SPSS software and Hayes Process modelling.

Findings: This study found that 1) most respondents are concerned about food safety and agree that traceable information can help reduce potential risks, but are hesitant to pay a premium for this information; 2) older buyers are more likely to pay a higher price for traceable information; 3) consumers with higher food safety concerns are willing to pay more for traceable information; 4) gender and educational level directly influence the relationship between traceable information and consumers’ purchase intention.

Conclusion: By applying an expanded TPB model to the online purchase of fresh food, this research would be regarded as an extension of the TPB literature. Regarding practical implications, this research is beneficial for various stakeholders such as food marketers and policy makers.