Commenced in January 2007
Frequency: Monthly
Edition: International
Paper Count: 30677
Antecedents of Word-of-Mouth for Meat with Traceability: Evidence from Thai Consumers

Authors: Kawpong Polyorat, Nathamon Buaprommee


Because of the outbreak of mad cow disease and bird flu, consumers have become more concerned with quality and safety of meat and poultry. As a consequence, meat traceability has been implemented as a tool to raise the standard in the meat production industry. In Thailand, while traceability is relatively common among the manufacturer-wholesaler-retailers cycle, it is rarely used as a marketing tool specifically designed to persuade consumers who are the actual meat endusers. Therefore, the present study attempts to understand what influences consumers to spread their words-of-mouth (WOM) regarding meat with traceability by conducting a study in Thailand where research in this area is rather scant. Data were collected from one hundred and sixty-seven consumers in the northeastern region and analyzed with SEM. The study results reveal that perceived usefulness of traceability system, social norms, and product class knowledge are significant antecedents where consumers spread positive words regarding meat with traceability system. A number of theoretical and managerial implications as well as future study directions are offered at the end of this study report.

Keywords: Traceability, Social Norms, perceived usefulness, product knowledge, word-of-mouth

Digital Object Identifier (DOI):

Procedia APA BibTeX Chicago EndNote Harvard JSON MLA RIS XML ISO 690 PDF Downloads 1303


[1] P. Sans, G. de Fontguyon, and G. Giraud, "Value-based labels for fresh beef: an overview of French consumer behaviour in a BSE crises context,” International Journal of Consumer Studies, vol. 32, no. 5, pp. 407-413, Sep. 2008.
[2] S. Burgos, and S. A. Burgos, "Avian influenza outbreaks in Southeast Asia affects prices, markets and trade: A short case study,” International Journal of Poultry Science, vol. 6, no. 12, pp. 1006-1009, 2007.
[3] J. E. Hobbs, "Information asymmetry and the role of traceability systems,” Agribusiness, vol. 20, no. 4, pp. 397-415, Autumn (Fall) 2004.
[4] J. E. Hobbs, D. V. Bailey, D. L. Dickinson, and M. Haghiri, "Traceability in the Canadian red meat sector: Do consumers care?”. Canadian Journal of Agricultural Economics, vol. 53, no. 1, pp. 47-65, Mar. 2005.
[5] S. C. Chen, D. C. Yen, and M. I. Hwang, "Factors influencing the continuance intention to the usage of Web 2.0: An empirical study,” Computer in Human Behaviors, vol. 28, no. 3, pp. 933-941, May 2012.
[6] D. T. Allsop, B. R. Bassett, J. A., and Hoskins, "Word-of-mouth research: Principles and applications”, Journal of Advertising Research, vol. 47, no. 4, pp. 398-411, Dec. 2007.
[7] T. Mazzarol, J. C. Sweeney, and G. N. Soutar, "Conceptualizing word-of-mouth activity, triggers and conditions: An exploratory study,” European Journal of Marketing, vol.41, no. 11/12, pp. 1475-1494, 2007.
[8] J. Villanueva, S. Yoo, and D. M. Hanssens, "The impact of marketing-induced versus word-of-mouth acquisition on customer equity growth,” Journal of Marketing Research, vol. 45, no. 1, pp. 48-59, Feb. 2008.
[9] M. J. Etzel, B. J. Walker, and W. J. Stanton, Marketing. New York: McGraw-Hill/Irwin, 2007.
[10] P. A. Pavlou, H. Liang, and Y. Xue, "Understanding and mitigating uncertainty in online environments: A principal–agent perspective,” MIS Quarterly, vol. 31, no. 1, pp. 105-136, Mar. 2007.
[11] Y. C. Choe, J. Park, M. Chung, and J. Moon, "Effect of the food traceability system for building trust: Price premium and buying behavior,” Information Systems Frontiers, vol. 11, no. 2, pp. 167-179, Apr. 2009.
[12] E. Golan, B. Krissoff, and F. Kuchler, "Food traceability-one ingredient in a safe and efficient food supply,” Amber Waves, vol. 2, no. 2, pp. 14-21, Apr. 2004.
[13] V. Melnyk, E. van Herpen, and H. C. M. van Trijp, "The influence of social norms in consumer decision making: A meta-analysis,” Advances in Consumer Research, vol. 37, pp. 463-465, 2010.
[14] R. B. Cialdini, R. R. Raymond, and C. A. Kallgren, "A focus theory of normative conduct: Recycling the concept of norms to reduce littering in public places,” Journal of Personality and Social Psychology, vol. 58, no. 6, pp. 1015-1026, Jun. 1990.
[15] S. C. Chen, D. C. Yen, and M. I. Hwang, "Factors influencing the continuance intention to the usage of Web 2.0: An empirical study,” Computers in Human Behavior, vol. 28, no. 1, pp. 933-941, 2012.
[16] M. Banovic, M. A. Fontes, M. M. Barreira, and K. G. Grunert, "Impact of product familiarity on beef quality perception,” Agribusiness, vol. 28, no. 2, pp. 157-172, Spring 2012.
[17] D. Halstead, D. Hartman, and S. Schmidt, "Multi-source effects on the satisfaction formation process,” Journal of the Academy of Marketing Science, vol. 22, no. 2, pp. 114-129, Spring 1994.
[18] L. L. Price, and E. J. Arnould, "Commercial friendships: Service provider--client relationships in context,” Journal of Marketing, vol. 63, no. 4, pp. 38-56, Oct. 1999.
[19] P. A. Pavlou, and M. Fygenson, "Understanding and predicting electronic commerce adoption: An extension of the theory of planned behavior,” MIS Quarterly, vol. 30, no. 1, pp. 115-143, Mar. 2006.
[20] A. Mukherjee, and W. D. Hoyer, "The effect of novel attributes on product evaluation,” Journal of Consumer Research, vol. 28, no. 3, pp. 462-472, Dec. 2001.
[21] J. F. Hair, W. C. Black, B. J. Babin, and R. E. Anderson, Multivariate Data Analysis: A Global Perspective, 7th ed. Upper Saddle River, New Jersey: Pearson, 2010.
[22] J. C. Anderson, and D. W. Gerbing, "Structural equation modeling in practice: A review and recommended two-step approach,” Psychological Bulletin, vol. 103, no. 3, pp. 411-423, May 1988.
[23] R. P. Bagozzi, and Y. Yi, "On the evaluation of structural equation models,” Journal of the Academy of Marketing Science, vol. 16, no. 1, pp. 74-94, Spring 1988.
[24] L. Wu, L. Xu, and J. Gao, "The acceptability of certified traceable food among Chinese consumers,” British Food Journal, vol. 113 no. 4, pp. 519-534, Apr. 2011.
[25] S. Cheng, T. Lam, and C. H. C. Hsu, "Negative word-of-mouth communication intention: An application of the theory of planned behavior,” Journal of Hospitality and Tourism Research, vol. 30, no. 1, pp. 95-116, Feb. 2006.