Research on the Mechanism of Food Traceability System to Consumers’ Perception of Uncertainty——by the Case of Pork Consumption in Shandong Province
CUI Chun-xiao1,2, WANG Kai1, LI Jian-min2
1.School of Economics and Management, Nanjing Agricultural University, Nanjing 210095, China; 2.School of Business, Shandong University of Technology, Zibo 255049, China
Abstract：
Using the data form 591 questionnaires of consumers about traceability pork in Shandong province, this paper focuses on whether the food traceability system can reduce the consumers’ sense of uncertainty by using the structural equation model. The results show that consumers’ perceived uncertainty can be reduced when adopting Food Traceability System (FTS) because of both their perceived information asymmetry and reduced fears of seller opportunism, which enhances the consumer’s purchase intention and willingness to pay the premium for traceability of pork. But the correlation between the product diagnostic and the consumer sense of uncertainty can not be verified. The paper tries to give some suggestions to the related management department for promoting the development of the food traceability system construction, such as regulating the disclosure information content of the traceability system to facilitate consumers’ diagnosis of food and simplifying the corresponding certification procedures to reduce the tracing cost.
CUI Chun-xiao, WANG Kai, LI Jian-min.Research on the Mechanism of Food Traceability System to Consumers’ Perception of Uncertainty——by the Case of Pork Consumption in Shandong Province[J] Economic Survey, 2017,V34(1): 50-55
2017 
