Effects of the perception of traceable fresh food safety and nutrition on perceived health benefits, affective commitment, and repurchase intention

Abstract Because numerous food safety problems have gained public attention, consumers are now focused on food safety and nutrition as well as health benefits. While traceability is considered the most effective intervention to ensure food safety, understanding how to encourage consumers to purchase traceable fresh food (TFF) is crucial in developing the safe food market. A questionnaire survey was conducted in Taiwan to explore the effects of the perception of TFF safety and nutrition on perceived health benefits, affective commitment, and repurchase intention. TFF consumers, defined as those who had purchased TFF in the past three months, were asked to participate in the study; in total, 393 valid questionnaires were collected. Results of structural equation modeling analysis indicated that consumers’ TFF safety and nutrition perception affected their health benefit perceptions, which consequently influenced their affective commitment to TFF and repurchase intentions. These findings explain how TFF repurchase intentions are influenced by TFF safety and nutrition perception and health benefit perceptions. This paper provides some practical suggestions for TFF marketers to increase TFF consumption.