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- Title
Traceability System as Perceived-Uncertainty Mitigator for Sustainable Global Food Trade.
- Authors
Kim, Renee B.; Qiao Zhang; Dong Hyun Yoon
- Abstract
Purpose: The paper validates a model which approximates a relationship between perceived uncertainty of consumers and two antecedents & three mitigators which explain the value of Food Traceability System (FTS). Methodology/Approach: The proposed model was drawn from Pavlou et al. (2007) study which applied the principal-agent perspectives, and this study contributes to current literature by improving understanding of structure of perceived uncertainty of a food product with credence good with this model. Findings: The study assesses the value and effects of FTS in reducing perceived uncertainty of beef from various origins and suggests important implications for stakeholders in beef sector regarding feasibility and marketability of FTS. Research Limitation/implication: Findings evidently reflect the current market circumstance regarding consumers' concerns and Perceived Uncertainty towards import food products for their credence nature. Different aspects of FTS were found to have mediating role in reducing Perceived Uncertainty in China and South Korea. Originality/Value of paper: The study assesses the value and effects of FTS in reducing perceived uncertainty of beef from various origins and suggests important implications for stakeholders in beef sector regarding feasibility and marketability of FTS. Category: Research paper
- Subjects
FOOD traceability; FOOD industry; CONSUMER behavior research
- Publication
Quality Innovation Prosperity / Kvalita Inovácia Prosperita, 2016, Vol 20, Issue 1, p18
- ISSN
1335-1745
- Publication type
Article
- DOI
10.12776/QIP.V20I1.625