An exploratory analysis of the factors impacting on Chinese consumer trust in lactic acid bacteria preserved beef and its mediation impact on purchase intention : a thesis presented in partial fulfillment of the requirement of the degree Masters in Agricommerce, Massey University, Palmerston North, New Zealand

Abstract

Every year, worldwide, millions of people die and many are hospitalized due to food-borne diseases and illnesses caused by the consumption of contaminated food. Food safety has continued to be a concern for consumers, the food industry, and regulatory agencies. In China, there is almost a constant stream of reports about various food safety issues. Chinese consumers are concerned about the need for healthier and safer food. The development of science has provided more opportunities and possibilities to change the way we live. However, consumers’ overall confidence in Chinese food is not high and they are increasingly skeptical about new food. This research focuses on a new and not yet launched biological food, Lactic Acid Bacteria preserved vacuum-sealed chilled beef (LAB beef), as an example to examine what factors would have a significant correlation with consumers’ trust in this product and to examine if trust is the key factor impacting on consumers’ purchase intention. In order to complete the study objectives, a self-completed social survey was conducted in Shanghai City and Chengdu City, totaling 514 respondents. The analysis methods used included a measure of correlation, Gamma, principal component analysis and structural equation modeling. SPSS, Excel and Amos software were used. One outcome of this research was the finding that a number of socio-demographic factors were not strongly correlated with consumer trust in LAB beef, unlike some previous research that found such relationships with trust in new food technologies. Personal beef consumption habits, consumers’ past purchase experience with current used beef, products, product knowledge and food safety concerns based on their awareness, experience and media exposure were found to be important in establishing trust in LAB beef. The second outcome of this research is the confirmation of the importance of trust in determining consumers’ willingness to buy LAB beef, as well as the confirmation of the mediation effect of trust in explaining the underlying causal relationship between a number of independent variables and the dependent variable, willingness to buy.