Food traceability system as elevating good corporate social responsibility for fast-food restaurants

The assurance of food quality occurs through a process of “double branding” at food services. This study considers the relationship between consumers’ perceptions and attitudes toward restaurants that adopt food traceability system (FTS), brand image, and purchase intentions specifically as they per...

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Autores principales:	Yu-Ping Wei, Shih-Han Huang
Formato:	article
Lenguaje:	EN
Publicado:	Taylor & Francis Group 2017
Materias:	brand image food safety attitudes fast-food restaurant supply chain Business HF5001-6182 Management. Industrial management HD28-70
Acceso en línea:	https://doaj.org/article/21b3cc00f3dd4007b710d1c7fe2657d7
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spelling	oai:doaj.org-article:21b3cc00f3dd4007b710d1c7fe2657d72021-12-02T10:44:30ZFood traceability system as elevating good corporate social responsibility for fast-food restaurants2331-197510.1080/23311975.2017.1290891https://doaj.org/article/21b3cc00f3dd4007b710d1c7fe2657d72017-01-01T00:00:00Zhttp://dx.doi.org/10.1080/23311975.2017.1290891https://doaj.org/toc/2331-1975The assurance of food quality occurs through a process of “double branding” at food services. This study considers the relationship between consumers’ perceptions and attitudes toward restaurants that adopt food traceability system (FTS), brand image, and purchase intentions specifically as they pertain to fast-food restaurants. The purpose of this study is to investigate the relationship of perception of adopting FTS on attitudes toward brand and purchase intentions in fast-food restaurants. Data were collected via a questionnaire distributed at three Mosburger fast-food restaurants in Taipei, Taiwan. Data were collected using the convenient sampling method. In total, 360 patrons were asked to fill out a questionnaire and 301 valid copies were collected. The perception of adopting FTS can comprise motivation, fit, and timing. Fit and timing play key roles at influencing purchase intention and brand attitude, while brand image has a significant mediation role in the formation of purchase intention. With threats from disease and terrorism, FTS is a good corporate social responsibility practice for fast-food restaurants to build healthy and safe images. Fast-food restaurant marketers can build their brand using advertising images that convey emotional benefits such as the safety and healthiness of their products.Yu-Ping WeiShih-Han HuangTaylor & Francis Grouparticlebrand imagefood safetyattitudesfast-food restaurantsupply chainBusinessHF5001-6182Management. Industrial managementHD28-70ENCogent Business & Management, Vol 4, Iss 1 (2017)
institution	DOAJ
collection	DOAJ
language	EN
topic	brand image food safety attitudes fast-food restaurant supply chain Business HF5001-6182 Management. Industrial management HD28-70
spellingShingle	brand image food safety attitudes fast-food restaurant supply chain Business HF5001-6182 Management. Industrial management HD28-70 Yu-Ping Wei Shih-Han Huang Food traceability system as elevating good corporate social responsibility for fast-food restaurants
description	The assurance of food quality occurs through a process of “double branding” at food services. This study considers the relationship between consumers’ perceptions and attitudes toward restaurants that adopt food traceability system (FTS), brand image, and purchase intentions specifically as they pertain to fast-food restaurants. The purpose of this study is to investigate the relationship of perception of adopting FTS on attitudes toward brand and purchase intentions in fast-food restaurants. Data were collected via a questionnaire distributed at three Mosburger fast-food restaurants in Taipei, Taiwan. Data were collected using the convenient sampling method. In total, 360 patrons were asked to fill out a questionnaire and 301 valid copies were collected. The perception of adopting FTS can comprise motivation, fit, and timing. Fit and timing play key roles at influencing purchase intention and brand attitude, while brand image has a significant mediation role in the formation of purchase intention. With threats from disease and terrorism, FTS is a good corporate social responsibility practice for fast-food restaurants to build healthy and safe images. Fast-food restaurant marketers can build their brand using advertising images that convey emotional benefits such as the safety and healthiness of their products.
format	article
author	Yu-Ping Wei Shih-Han Huang
author_facet	Yu-Ping Wei Shih-Han Huang
author_sort	Yu-Ping Wei
title	Food traceability system as elevating good corporate social responsibility for fast-food restaurants
title_short	Food traceability system as elevating good corporate social responsibility for fast-food restaurants
title_full	Food traceability system as elevating good corporate social responsibility for fast-food restaurants
title_fullStr	Food traceability system as elevating good corporate social responsibility for fast-food restaurants
title_full_unstemmed	Food traceability system as elevating good corporate social responsibility for fast-food restaurants
title_sort	food traceability system as elevating good corporate social responsibility for fast-food restaurants
publisher	Taylor & Francis Group
publishDate	2017
url	https://doaj.org/article/21b3cc00f3dd4007b710d1c7fe2657d7
work_keys_str_mv	AT yupingwei foodtraceabilitysystemaselevatinggoodcorporatesocialresponsibilityforfastfoodrestaurants AT shihhanhuang foodtraceabilitysystemaselevatinggoodcorporatesocialresponsibilityforfastfoodrestaurants
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Food traceability system as elevating good corporate social responsibility for fast-food restaurants

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