What motivates people to purchase food products with traceability systems? A structural equation modeling approach

Abstract

This study focuses on food traceability, defined as the ability to track a product from raw material to end consumer using an identification code. By reviewing 49 studies from 2005 to 2022, this research aimed to understand the determinants influencing consumer purchases of food products with traceability systems. The results of the review enabled the development of a conceptual model with hypotheses and variables to be empirically tested. Data were collected via an electronic questionnaire, which received 263 responses from 21 Brazilian states. Structural Equation Modeling (SEM) was employed to analyze the hypothesized relationships. The findings confirmed that confidence in food producers and the government has a positive influence on consumer perceptions of food safety. Additionally, knowledge, pro-environmental behavior, perceived health benefits, and food safety positively impact consumers’ intentions to purchase traceable products. Most food traceability studies have predominantly focused on developed countries. This study seeks to expand existing knowledge and contribute to formulating more informed and adapted strategies, offering comprehension for more effective traceability practices in developing markets. It also makes a significant contribution to the fields of food safety and consumer behavior by empirically examining the relationships among consumer confidence, government perceptions, environmental concerns, health perceptions, food safety, and purchase intentions. The managerial implications highlight critical areas for building positive relationships with consumers and addressing their growing needs.