The Effects of Food Traceability Certification Label on Perceived Quality, Perceived Risk, Perceived Value and Consumer Willingness to Pay Premium: The Case of Black Pork Sausage  
Author Hui-Chiung Lo

 
Co-Author(s) Rouh-Yun Yu; Chiao-Feng Chang

 
Abstract Food traceability system and traceability certification has been introduced to reduce risks in food purchase and consumption. However, the effect of traceability certification has not yet been explored in conjunction with brand image, a well-established quality cue. This research investigates the effects of brand image and traceability certification on consumer’s perception of quality, risk and value, as well as willingness to pay premium for black pork sausage. A paper-based survey was conducted in the Metro Taipei region. Results indicate that a favorable brand image as well as traceability certification had positive impacts on consumer’s perceived quality and perceived value of black pork sausage, while consumer’s risk perceptions were reduced in the presence of brand image and traceability certification. Furthermore, Results also indicate that consumers are generally willing to pay (WTP) premium for traceability certification.

 
Keywords Brand Image, Traceability Certification, Perceived Value, Perceived Quality, and Perceived Risk
   
    Article #:  20243
 
Proceedings of the 20th ISSAT International Conference on Reliability and Quality in Design
August 7-9, 2014 - Seattle, Washington, U.S.A.