Value creation from a food traceability system based on a hierarchical model of consumer personality traits

Purpose – A food traceability system that provides detailed information on food production, processing, transfer, and distribution can create value in food exchange. This study aims to investigate which type of consumer personality places greater value on the food traceability label. Design/methodology/approach – According to the meta-theoretic model of motivation and personality (3M), this study develops a framework that links personality traits with food safety issues. Data are collected from a survey of consumers in shopping malls. The research hypotheses are tested using structural equation modeling. Findings – Based on the 3M hierarchical model, consumers who have open, conscientious, and extroverted personalities, and material and body needs tend to have higher needs for learning and health consciousness. They care more for food value and have positive perception of food traceability labels. This results in intentions to purchase products with a food traceability label. Practical implications – Usin...

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