| dc.description.abstract | The existence and occurrence of contaminated meat shows a downward belief in meat safety and an increasing demand for safe hygienic agricultural products of Vietnamese people. The main purpose of this study is to revolve around the role of Trust in determining the intention to buy traceable pork in Tra Vinh province, based on the theory of planned behavior (TPB). A survey of 220 respondents living in Tra Vinh, along with analysis of Cluster, independent samples T - Testing and regression analysis were used to conduct research. The results indicate that Attitude, Subjective Norms and Perceived Behavioral Control positively affect the intention to buy pork with clear origin; however the degree of influence depends on the level of trust of the person. Research shows that governments and businesses need to study more about consumer confidence to have more effective strategies.
Keywords: traceability, traceable pork, trust, purchase intention, Tra Vinh | en_US |
