Consumers’ Purchase Intention of Pork

Traceability: The Moderator Role of Trust

Nguyen Thi Hang Nga1(&) and Tran Anh Tuan2(&)

1
Banking University of Ho Chi Minh City, 36, Ton That Dam Street, District 1,
Ho Chi Minh City, Vietnam
hangnga.buh@gmail.com
2
Ho Chi Minh City Institute of Development Studies, 28, Le Quy Don Street,
District 3, Ho Chi Minh City, Vietnam
at7tran@gmail.com

Abstract. This study examines the effects of trust on consumers’ intention to

consume pork traceability based on Theory of Planed Behavior (TPB). Data are
from a survey of 219 respondents from Ho Chi Minh city. Cluster analysis,
regression, anova was used to analyze to the data. Results indicate that attitudes,
social norms, perceived behavioral control have a positive effect on intention
and these influences depend on the trust of consumer. When consumers have
higher trust, they have more incentives to purchase and at the same time, the
influence of attitudes towards purchasing intention is higher. Subjective norms
only have a positive effect on intention to purchase when the trust of the con-
sumer is low. In addition, consumer perceptions is quite positive for traceable
pork. This results suggest that the managers and food management agency need
to focus on consumers’ trust in order to have effective communication strategies.

Keywords: Food
Intention
TPB
Traceability
Trust

1 Introduction

Pork is considered to be a popular dish in daily meals of Vietnamese families. Food

consumption in general and pork in particular in the food market of Vietnam are facing
great challenges related to the food safety issue. Recently, the food safety issue has
received growing concern and attention from the public. Food safety incidents and
scandals have occurred continuously in the animal husbandry and pork processing
industry such as using tranquillizer before slaughtering, the use of beta-adrenergic
agonists, or antibiotic residues are in excess of permitted level. Therefore, consumers
are confused about whether they should buy pork for their daily meals, since they
cannot determine which meat is of good quality and safe.
Traceability of meat products is one of food safety management methods, and it is
also a communication channel which helps consumers purchase meat with clear origin.
Food choice behaviour has been examined by many researchers in developed countries,
they also mentioned the consumer trust in contexts associated with food safety risk in
their studies, such as Lobb et al. (2007); Stefani et al. (2008). In general, previous
studies suggest that consumer trust plays a vital role in explaining the intention of

© Springer Nature Switzerland AG 2019

V. Kreinovich et al. (Eds.): ECONVN 2019, SCI 809, pp. 886–897, 2019.
https://doi.org/10.1007/978-3-030-04200-4_64
 Consumers’ Purchase Intention of Pork Traceability: The Moderator Role of Trust 887

consuming food. However, food consumption behaviour may vary with contexts from
country to country due to cultural differences. In Vietnam, according to our knowledge,
there hasn’t been any research on the relationship between consumer trust and the
behavior of choosing pork in general, and in particular, pork which can be traceability
in the situation that involves food safety risks. Moreover, although traceability has been
conducting in Vietnam, obstacles and limitations still exist.
To fill these gaps, firstly, this study aims to assess consumer sentiment about pork
which can be traceable. The second objective is to segment customers on the level of
their trust in pork with traceable in order to evaluate the difference in consumption
intention between segments. The third one is to investigate the effect of trust on
intention of buying pork with traceable and examine the regulatory role that consumer
trust takes in the theory of planned behavior model. Based on the analysis of clustering
techniques, regression analysis and ANOVA analysis, the results of this study would
provide the basis for managers and state management agencies to establish appropriate
policies.

2 Conceptual Framework

2.1 Theory of Planned Behavior

This study is based on the Theory of Planned Behavior (TPB) by Ajzen (1991). The
theory suggests that behavior is influenced directly by behavioral intentions. Behav-
ioral intentions are affected by attitudes, subjective norms and perceived behavioral
control. A person’s behavior is a combination of behavioral beliefs, normative beliefs,
and control beliefs. Behavioral belief is the belief in the outcome of an action, which
can lead to positive or negative behavior. Normative beliefs relate to social pressure to
perform behavior. Control beliefs show the level of control by each individual to
perform their behavior. The TPB theory is used as a general theoretical framework for
predicting behavioral intentions in many types of areas, including the food consump-
tion. Although using TPB in understanding human health behaviors is widely accepted,
recent calls have been made to extend the TPB to include additional factors (Armitage
and Conner 2001; Conner and Armitage 1998). In this study, we built a research model
based on the TPB model and it includes trust influencing intention to consume meat in
VietNam.

2.2 Attitude
Studies using the TPB theory have shown that attitude was one of the key factors
explaining behavioral intention. Attitude is often defined as a psychological tendency
that is expressed by evaluating a particular entity (food) with some degree of favor–
disfavor, like–dislike, satisfaction–dissatisfaction or good–bad polarity (Eagly and
Chaiken 1993). Attitudes indicate an individual’s assessment of the degree of whether
he or she likes or dislikes, satisfies or dissatisfied, good or bad when they perform
action. If a person is aware of the consequence of a behavior is positive, they will have
positive attitudes to do it and vice versa. When a person has positive attitudes, they are
888 N. T. H. Nga and T. A. Tuan

more likely to carry out action. Attitude is a positive factor affecting the intention in the
food sector (Lobb et al. 2007; McCarthy et al. 2003; McCarthy et al. 2004; Tuu 2015).
Based on the above discussions, the following hypothesis is proposed.
H1: Attitude has a positive effect on intention.

2.3 Subjective Norms

Subjective norms are normally supposed to capture the individual’s perception being
important to others in his or her social environment or expect him or her to behave in a
certain way (Ajzen 1991). Subjective norms show the social pressure to do or not to do
something (Thong and Olsen 2012). This pressure often comes from important people
such as family, friends and colleagues. If the other involved people find that the
behavior is positive (or negative) and the individual is motivated to meet the expec-
tations of those related people, then there will be an affirmative subjective norm (or
negative). In this study, subjective norms are defined as the approval of others’
expectations, such as family norms (Olsen 2001). The results of previous studies
suggest that subjective norms influence the intention positively (Thong and Olsen
2012). Based on the above discussions, the following hypothesis is proposed.
H2: Subjective norms has a positive effect on intention.

2.4 Perceived Behavioral Control

Perceived behavioral control refers to the perceiving of whether it is easy or difficult to
perform action (Thong and Olsen 2012). As an individual has plenty of resources or
opportunities they tend to think that there is less obstacles to doing things. Ajzen
(1991) focused on perceived behavioral control as the person’s beliefs as to how easy
or difficult performance of the behavior is likely to be. He also suggested that control
factors can be either internal to the person (e.g. skills, abilities, power of will, and
compulsion) or external to the person (e.g. time, opportunity, and dependence on
others). PBC is defined in this study as an integrated measure of internal and external
resources that make it easy to act upon the motivation to consume (Tuu 2015). The
results of previous studies also support the positive relationship between perceived
behavioral control and purchase intention in the food sector (Lobb et al. 2007; Verbeke
and Vackier 2005). The next hypothesis is thus proposed:
H3: Perceived behavioral control has a positive effect on intention.

2.5 Trust
Morrow et al. (2004) suggests that general trust is the extent to which one believes that
others will not act to exploit one’s vulnerabilities. Meanwhile, specific trust refer to
beliefs about a particular object. According to Böcker and Hanf (2000) trust is rec-
ognized as a necessary way to reduce uncertainty about acceptable levels and to
simplify decisions. The result research of Lobb et al. (2007) proposed that trust in
source of information influences the intention to buy chicken in the UK. A recent study
 Consumers’ Purchase Intention of Pork Traceability: The Moderator Role of Trust 889

by Muringai and Goddard (2017) in Canada, the United States and Japan also indicates
that trust affects the consumption of beef and pork. In the research on the intention to
buy meat with traceability in Thailand. Buaprommee and Polyorat (2016) show that
trust has a positive influence on buying decision. Vermeir and Verbeke (2007) also
reported that the influence of attitudes, subjective norms, and perceived behavioral
control on consumer intention is based on trust. The above discussions accordingly
enable the following hypothesis to be suggested:
H4: Trust has a positive effect on intention.
H5: Trust has a positively moderates the (a) attitude, (b) subjective norms,
(c) perceived behavioral control –intention relationship.
Based on the proposed hypotheses, the theoretical model is given in Fig. 1.

Trust

Attitude
H5a(+)
H1 (+) H4 (+)
H5b(+)
Subjective norms H2 (+)
Intention
H5c(+)

Perceived H3 (+)
behavioral
control

Fig. 1. Theoretical model

3 Research Methodology

The data in this study is collected by directly surveying 219 consumers in Ho Chi Minh
City based on a 5- point Likert scale, in which 1 is completely disagree and 5 is
completely agree. After obtaining data, the study performs analytical techniques such
as descriptive statistics, testing the reliability of the scale, exploratory factor analysis
(EFA), regression analysis, cluster analysis and ANOVA analysis using SPSS 16.0
software. EFA analysis is assessed using Barlett’s test with KMO coefficient must be
higher than 0,7; total variance explained is greater than 50% and factor loading is
greater than or equal to 0,5 with the chosen significance level is 5%.
890 N. T. H. Nga and T. A. Tuan

The criterion for measuring the scale reliability is the Cronbach’s alpha coefficient
is greater than 0,6 and the corrected item-total correlation is greater than 0,3. Testing
the reliability of the scale: A useful coefficient for assessing internal consistency is
Cronbach’s alpha (Cronbach 1951). The formula is:


X s2 
k
a¼ 1 i
k1 s2t

where k is the number of items, s2i is the variance of the ith item and s2T is the variance
of the total score formed by summing all the items.
Cluster analysis: K-means method uses K prototypes, the centroids of clusters, to
characterize the data. They are determined by minimizing the sum of squared errors
(Ding and He 2004):

K X
X
JK ¼ ðxi  mk Þ2
k¼1 i2Ck

P
Where (x1,


, xn) = X is the data matrix and mk = i2Ck xi/nk is the centroid of
cluster Ck and nk is the number of points in Ck.
To test the mixed moderator role, the following M1, M2, M3 models are estimated
using the OLS (Ordinary Least Square) through the three - step hierarchical regression
model (Chaplin 1991).

Y ¼ a þ bX þ e ðM1 Þ
Y ¼ a þ bX þ cZ þ e ðM2 Þ
Y ¼ a þ bX þ cZ þ dX  Z þ e ðM3 Þ

In which:
– Y: Dependent variable
– X: Independent variable
– Z: Moderator variable
Based on previous researches, this research recommends the following model:

I ¼ a þ b1 A þ b 2 S þ b 3 P þ e ð1Þ

I ¼ a þ b1 A þ b2 S þ b3 P þ b4 T þ e ð2Þ

I ¼ a þ b1 A þ b2 S þ b3 P þ b4 T þ b5 A  T þ b6 S  T þ b7 P  T þ e ð3Þ

In which:
– I: Intention (Dependent variable).
– A: Attitude.
– S: Subjective norms.
– P: Perceived behavioral control.
 Consumers’ Purchase Intention of Pork Traceability: The Moderator Role of Trust 891

– T: Trust.
– e: Random error
The questions of the scales used in this study are inherited from previous studies
related to consumer’s food choice behavior and qualitative research is applied con-
currently to refine the questionnaire appropriately to the context of Vietnam. To be
more specific, the behavioral attitude scale (A) in this study including six items that
depict consumer attitudes when using pork in a family’s daily meal were adapted from
the study of Menozzi et al. (2015). The subjective norms scale (S) is measured
according to three observational variables related to the opinions of those in the family
that have impact on them, this scale is inherited from Tuu (2015). The perceived
behavioral control scale (P) consists of six observational variables were adapted from
previous studies, such as Menozzi et al. (2015). The trust scale (T) includes four
observational variables inherited from the study of Buaprommee and Polyorat (2016);
Menozzi et al. (2015). The consumer intention scale (I) has four observation variables
that indicate the intention to consume pork in the near future, which are also inherited
from Buaprommee and Polyorat (2016); Menozzi et al. (2015). Table 1 illustrates the
question items in the shortened form of the scales.

4 Result
4.1 Reliability and Validity of the Measures
The study surveys 219 consumers in HCMC with 26.5% male and 73.5% female.
People aged 18–24 account for 21.5%; people in the 25–34 age group make up 64.4%
of the surveyed people; the 35–44 age group constitutes 12.3% and the percentage of
people who are over 45 is 1.8%. In terms of educational background, the university
level constitutes the majority of the group, which is 54.3% and the intermediate level
accounts for 34.7%. People who earn from 5–10 million VND per month is 61.6% and
those who are paid from 11 to 15 million VND a month make up 12.5%. The
respondents are mostly office workers and civil servants, they all occupy 80% of the
surveyed consumers. Of the 219 respondents, only 11% answer that they never hear of
pork with traceable origin, 74% have heard about it and 15% say they have been told a
lot about pork with traceable origin.
Results of descriptive statistics show that consumers rate relatively high in variables
such as traceable pork is better for health (the mean of this variable is 3.75), safer (with
an average of 3.74), better quality (the mean is 3.66), easier to control (about 3.68 on
average) and also more expensive (with an average of 3.68) in the 5- point Likert scale.
In general, consumers underestimate the perceived behavioral control variables (on
average this scale is 3.1) in the 5- point Likert scale. Consumer confidence is also
assessed as a moderate level (only 3.39). Consumers will be more confident if the meat
is certified for traceable origins. The Cronbach’s alpha coefficient illustrates that the
scales meet the required reliability. Specifically, the Cronbach’s alpha coefficients are
greater than 0.6 and range from 0.851 to 0.927. The item-total correlation of the scales
are greater than 0.3. This result is given in Table 1.
892 N. T. H. Nga and T. A. Tuan

Table 1. Descriptive statistics of indicators and Cronbach’alpha

Constructs and indicators Mean Std. Factor
Error loadings
Cronbach’alpha: 0.889 3.392 0.919
Attitude (A) A1 Tastier 3.392 0.919 0.540
A2 Healthier 3.753 0.809 0.909
A3 Safer 3.739 0.824 0.867
A4 More satisfying quality 3.657 0.891 0.887
A5 More expensive 3.675 0.952 0.674
A6 Guaranteed for being 3.684 0.843 0.630
controlled
Cronbach’alpha: 0.927 3.735 0.874
Subjective norms (S) S1 My family want me… 3.735 0.874 0.797
S2 My family encourage me… 3.639 0.899 0.802
S3 My family think that I 3.648 0.898 0.943
should…
Cronbach’alpha: 0.910 3.237 0.980
Perceived behavioral P1 Easy to look for this 3.237 0.980 0.728
control (P) information
P2 Feel confident when I look for 3.164 0.948 0.818
it
P3 Look for it without help from 3.054 0.965 0.874
others
P4 Easy to understand information 3.059 1.005 0.817
P5 Confident that I’ll understand it 3.086 0.941 0.722
P6 Understand it without help 3.022 0.969 0.677
from others
Cronbach’alpha: 0.851 3.383 0.913
Trust (T) T1 I believe this pork can 3.383 0.913 0.738
traceability
T2 I trust the information provided 3.214 0.905 0.885
T3 I trust it to be genuine 3.383 0.877 0.524
T4 I trust the certified provided 3.502 0.831 0.626
Cronbach’alpha: 0.887 3.584 0.926
Intention (I) I1 I have intention to buy and eat 3.584 0.926 0.550
pork
I2 I want to buy and eat pork 3.584 0.896 0.896
I3 I will search for this pork to 3.570 0.907 0.718
buy
I4 I am willing to buy and eat 3.442 0.893 0.923
pork
Source: Investigated by the author
 Consumers’ Purchase Intention of Pork Traceability: The Moderator Role of Trust 893

The study performs exploratory factor analysis with Principal Axis Factoring and
Promax rotation. The results show that the KMO of the Barlett’s test is 0.897, which is
greater than 0.6 with the Sig. = 0.000; all of the factor loadings are greater than 0.5 and
the difference between factor loadings is less than 0.3; the cumulative variance
explained is 73.17% and the Eigenvalues of the fifth factor were 1.062, which resulted
in the exploratory factor analysis meets the requirements. The factor loadings of the
exploratory factor analysis are shown in Table 1.

4.2 Cluster Analysis

After the results of verifying the reliability of the scales and performing the exploratory
factor analysis are satisfactory, the study continue to conduct cluster analysis according
to the belief variable. The cluster analysis procedure selected is non-hierarchical
clustering (K-Means) using the optimal partitioning method. The result of cluster
analysis according to the trust variable reveals that the two clusters were selected with
Sig. of the F test in the observational variables is smaller than the significance level
(5%), so it can be concluded that there is a statistically significance between clusters
which have differences. As for cluster 1, there are 111 observations and cluster 2 had
108 observations. The mean of cluster 1 is 2.83 and for cluster 2, it is 3.96. Thus,
cluster 1 is named as low trust and cluster 2 is cluster with high trust.

4.3 Regression Analysis

This study conducts regression analysis using the ordinary least squares method
(OLS) with four independent variables: Attitude, subjective norms, perceived behav-
ioral control, trust and the dependent variable is consumers’ purchase intention. Results
of the regression analysis indicate that the regression model is statistically significant at
the 5% significance level. With the TPB model, the fit of the model is 43.1% and all
variables have a positive effect on intention with the significance level of 5%. When
extending the model by adding confidence variable, the result shows that the fit of the
model is considerably improved, rising from 43.1% to 48.4%. However, the perceived
behavioral control variable is not statistically significant in this situation. In the TPB
model, attitude remains the most influential factor on intention, followed by subjective
norms and perceived behavioral control. With the extended model, trust is the most
influential factor on intention and the next is attitude, the last one is subjective norms.
The test of the assumptions when conducting the OLS regression assures that all
requirements are met. This result is illustrated in Table 2.
To examine the regulatory role of trust, the regression model was performed with
two clusters of trust. Results of the two clusters suggest that, for the cluster with high
trust, attitude, subjective norms, and perceived behavioral control have positive impact
on purchase intention at a 5% significance level. In particular, the influence of sub-
jective norms is greatest, followed by attitude and perceived behavioral control. As
regards the cluster with low trust, the result reports that only attitude and perceived
behavioral control affect intention positively at a 5% significance level, but the effect of
subjective norms is not significant. Comparing the regression coefficients between the
two clusters reveals that for the cluster with high trust, attitude influenced the intention
894 N. T. H. Nga and T. A. Tuan

Table 2. Results of the regression analysis

Independent Beta Beta standard P-value R2
Model TPB
A 0.373 0.334 0.000 43.9%
S 0.255 0.272 0.000
P 0.211 0.217 0.000
Extended model
A 0.276 0.247 0.000 49.3%
S 0.216 0.230 0.001
P 0.077 0.079 0.191
T 0.336 0.314 0.000

more strongly (b = 0.496) than the cluster with low trust (b = 0.222). In contrast,
perceived behavioral control has greater impact on intention in the low-trust cluster
(b = 1.86) than in the high-trust cluster (b = 1.74). This result is presented in Table 3.

Table 3. Results of the regression analysis with two clusters of trust

Independent Low trust High trust
Beta Beta standard P-value Beta Beta standard P-value
A 0.222 0.211 0.031 0.496 0.419 0.000
S 0.332 0.390 0.000 0.073 0.067 0.496
P 0.181 0.168 0.037 0.174 0.202 0.024

Therefore, the hypotheses H1; H2; H3; H4; H5a,b,c are all accepted. However,
depending on the chosen model, the results will be different. In particular, the results of
this study are consistent with the results of the previous studies when using the TPB
model with the interpretation level of 43.9%. Meanwhile, attitude is considered as the
main explanatory factor to purchase intention. But when expanding the model by
adding a trust variable, trust plays the most important role in explaining purchase
intention. When there is the presence of trust in the model, perceived behavioral control
does not have the role of explaining intention to buy. This finding is similar with the
results of several previous studies when addressing the role of perceived behavioral
control. Perceived behavioral control is considered to be the least satisfying explanation
for intention in the TPB model. If the attitude or norms are strong, the predictions of
perceived behavioral control for intention would be low (Ajzen 1991). The findings of
Verbeke and Vacackier (2005) also indicate a modest influence of perceived behavioral
control when other factors were present.
In addition, our findings suggest that subjective norms influence purchase inten-
tions depending on trust. With respect to those who have low trust, subjective norms
play a vital role in explaining the intention to buy. Perhaps when consumers have low
trust, the pressure of the involved people becomes important to them when performing
 Consumers’ Purchase Intention of Pork Traceability: The Moderator Role of Trust 895

action. However, when they have high trust, pressure is no longer important, thus
consumers may not need opinions of the involved people anymore. This result will
contribute to the explanation of why the outcome of the influence of subjective norms
on intention is inconsistent among studies in the food sector. When reviewing previous
studies, Ajzen (1991) also revealed failure of subjective norms when predicting
intention in some studies. Further research has also focused on the role of subjective
norms in explaining the intention of food consumption, and some authors even propose
to remove subjective norms from the model, such as Yadav and Pathak (2016); Shin
et al. (2016).

4.4 ANOVA Analysis

In order to test whether there is a difference in purchase intention between two clusters
with high trust and low trust, the study conducted an ANOVA analysis. Before ana-
lyzing ANOVA, it is necessary to test whether the variances between the two groups
are the same. The result presents that the variances between the high-trust cluster and
the low-trust cluster are consistent at the significance level of 5% (Sig. = 0.175).
Hence, the results of ANOVA analysis can be applied well. The result of ANOVA
analysis shows that Sig. = 0.000, indicating a statistically significant difference in
purchasing intention between the high-trust cluster and the low-trust cluster with a 5%
significance level. The mean of purchase intention of the low-trust cluster is 3.2 and the
corresponding figure for the high-trust cluster is 3.9. Therefore, the purchase intention
of the high-trust cluster is firmer than the purchase intention of the cluster with low
trust.

5 Conclusion, Implications, and Limitations

In this study, we examine the role of trust in explaining the intention to purchase pork
with traceable origins of consumers in HCM City based on the theory of planned
behavior. Trust plays a role as an independent variable and as a regulatory variable in
the research model. The results of cluster analysis, regression analysis and ANOVA
analysis show some primary results as follows:
First, variables in the TPB model such as attitude, subjective norms and perceived
behavioral control explain 43.9% the change in purchase intention. In regard to the
extended model, attitude, subjective norms, perceived behavioral control and trust
explain 49.3% the change in purchase intention.
Second, when there is the presence of trust in the model, trust becomes the most
influential factor and thus the impact of perceived behavioral control is not statistically
significant. This result contributes to the explanation of the inconsistency of the
influence that perceived behavioral control has in the TPB model related to the food
sector.
Third, the results of the regression analysis for the two clusters, which present high
and low trust, suggest that the contribution of subjective norms to the model is only
meaningful for the cluster with low trust. People who have low confidence often
undergo the pressure of those involved when intend to carry out action, whereas those
896 N. T. H. Nga and T. A. Tuan

with high confidence are not affected by this pressure. This result also helps to explain
the inconsistency of the role of subjective norms in analyzing purchase intention of
previous studies. Some researchers even propose to remove subjective norms from the
model. Furthermore, the higher the trust is, the more likely consumers are to purchase.
Fourth, overall, most consumers think they have heard of traceable pork and they
all have good thoughts about it, such as it would be better for health, it will has better
quality, it is safer and easier to control. However, the perception of consumers’ ability
to control their behavior is still relatively low and the consumers’ trust only remains at
a moderate level. Moreover, the ANOVA analysis reveals that for the high- trust
cluster, the purchase intention is higher than the one with low trust.
This result implies that managers and regulators in the food sector need to focus on
the mass media in order to increase the positive perception of consumers. More
importantly, consumer trust becomes a crucial factor in explaining consumers’ pur-
chase intention. The factors influencing purchase intention will change and depend on
the different segments according to the consumer trust.
This study also has some limitations that the further studies need to improve, such
as convenient sampling method, the scope of the survey is only limited in HCM City,
and only using OLS as the regression analysis method. In addition, the intention to
consume food in general and to consume pork in particular, both are affected by many
other factors that this study has not mentioned. This means that, further studies should
overcome the above limitations to increase the reliability of the study.

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