The effect of institutional trust, perceived food safety and health benefit, and commitments on consumer’s purchase intention of traceable fresh food.

• Main Authors: Ming-Chieh Tsai, 蔡旻潔
• Other Authors: 王世澤
• Format: Others
• Language: en_US
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/2g5e7p

碩士 === 國立中興大學 === 生物產業管理研究所 === 106 === Since Taiwanese government enacted legislation of traceability agricultural product (TAP) as the certificated mark in 2007, numerous food safety problems have gained public attentions. Consumers are quite focus on food safety issues and health benefit of themselves now, this results in the increasing skepticism toward food traceability system and decreasing the intention to purchase. It becomes a challenge to food traceability promoters and sellers. This study examines the relationships between institutional trusts, perception of food safety and health benefit, commitments and purchase intention while consumers are buying traceability fresh food. The purpose is to analyze the impact of consumers’ trust in government, certification organization, producer and food retailer on the perception of food safety and health benefit, as well as the perceptions on affective and calculative commitment; moreover, commitments toward purchase intention. All participants are those who had purchased traceability fresh food (e.g. fruits, vegetables, meat and aquatic products) in past three months. Ultimately, 393 were valid questionnaires. Through SEM analysis, the findings indicate that consumer’s trust in certification organization, producer and food retailer are positively affect the perception of food safety and health benefit while trust in government is significantly impact perception of food safety. Both of the perceptions would affect affective and calculative commitments, in addition, only affective commitment would positively influence purchase intention. The study provides some practical suggestions for the traceable fresh food sellers and relatedly organizations to successfully conduct marketing researches and promote which achieve the goal to elevate the consumption proportion.