The antecedents of purchase intention of meat with traceability in Thai consumers

Due to the emergence of mad cow disease and avian flu in poultry, meat traceability has been implemented within the meat supply chain to more effectively handle food safety and quality issues. This study aims to examine antecedents of purchase intention of meat with traceability including health consciousness, quality consciousness, product diagnosticity, perceived quality and product trust. The survey with 463 participants was conducted in Thailand and data were analyzed with structural equation model. Results reveal that health consciousness and quality consciousness positively influence product diagnosticity of meat with traceability, which, in turn, positively influences perceived quality and product trust. Furthermore, trust is found to be a significant mediator between this set of relationship. Based on findings, marketers may design more persuasive marketing strategies for traceable meat.