Author(s)

Huan Song, Ruimei Wang^*, Yu Hu

College of Economics and Management, China Agricultural University, Beijing, China.

The utility of food traceability standards aims to reduce the of food security and to provide consumers with targeted information. A survey has been conducted on sample of consumers in Beijing (n = 234), aiming to explain the intention toward purchasing traceable beef using the theory of planned behavior (TPB). Based on the TPB, the present study has added new variable: past experience. Structural Equation Modeling is applied to test the TPB model. Results show that attitude, subjective norm and past experience are positively associated with intention to traceable beef.

Traceable Beef, Theory of Planned Behavior, Purchase Intention

Song, H. , Wang, R. and Hu, Y. (2017) Consumers’ Purchase Intentions toward Traceable Beef—Evidence from Beijing, China. American Journal of Industrial and Business Management, 7, 1128-1135. doi: 10.4236/ajibm.2017.710081.