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has been cited by the following article:

• TITLE: Consumers’ Purchase Intentions toward Traceable Beef—Evidence from Beijing, China

  AUTHORS: Huan Song, Ruimei Wang, Yu Hu

  KEYWORDS: Traceable Beef, Theory of Planned Behavior, Purchase Intention

  JOURNAL NAME: American Journal of Industrial and Business Management, Vol.7 No.10, October 16, 2017

  ABSTRACT: 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.