| Summary: | 碩士 === 臺中技術學院 === 流通管理系碩士班 === 97 === Purpose – Traceability system can provide detailed information on food origin, processing, transfer, and distribution, etc. The information reported on the labels can be considered as an instrument to improve consumer trust and perception of food safety and quality. On the other hand, information overloading will waste consumer time on information processing when they purchase food. Thus, it is important to understand the kind of information that consumers are really interested in. As a result, this study addresses the issue on consumer preferences for traceability information in Taiwan’s pork sector.
Design/methodology/approach – Consumer preference for information on the traceability system is evaluated by its improvements on consumer perception of food safety, quality and trust. The analytic network process (ANP) is used for the multi-criteria evaluation. Since there is interdependence among the three criteria, interpretive structural modeling (ISM) model is used to identify the relationship among them. In the case of pork sector, traceability information is identified by 17 attributes from literature. Using a system of pairewise comparisons, the weights (consumer preferences) of the attributes standing for traceability information in the hierarchy can be measured.
Findings – The results from this study indicate consumer-preferred information for pork traceability system, such as the feeding, medication, antiparasitic, slaughtering date, operating environment.
Research/Practical implication – The research provides government and industry the way to strength the usefulness of the pork traceability system.
Originality/value – This study would be a pioneer in investigation of consumer preference for information on the traceability system by means of ANP.
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