| Summary: | 碩士 === 臺中技術學院 === 流通管理系碩士班 === 97 === Purpose –Food traceability would improve consumer trust as well as perception of food safety and quality. Unfortunately, it was seldom to use when consumers purchase food for lack of inconvenience in access to the traceability system (indirect information). In order to improve the efficiency and effectiveness, this study would like to determine the information cues in the traceability system that consumers are really interested in, and recommend for the food Labeling (direct information). A case of Taiwan’s milk sector is presented to demonstrate the proposed method.
Design/methodology/approach –the information cues consumers interested in are presumed to be comparable according to the information values of food safety, quality and trust. The analytic network process (ANP) is used for the multi-criteria comparison. Since there is interdependence among the three criteria, interpretive structural modeling (ISM) model is used to identify the relationship among them. In the case of milk sector, the information cues are taken from the mandatory items in Taiwan Food Traceability System (TFTS). Using a system of pairwise comparisons, the weights (consumer preferences) of information cues could be measured, ranked, and filtered for the food Labeling.
Findings –In the milk case, the most attractive information cues to consumers are “aerobic count, coliform and E. coli”, “veterinary drugs residue”, “somatic cell count”, “storage/transport temperature” and “sterilization temperature”.
Practical implications – The study provides a way to change indirect information on food traceability into direct information on the food label that would be useful to better customer perceptions of food safety, quality, and trust.
Originality/value – This would be an initial study of the information filtering for milk traceability and Labeling by means of ANP.
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