Factors influencing intentions to take precautions to avoid consuming food containing dairy products: Expanding the theory of planned behaviour

Purpose - The melamine milk scandal caused a crisis of confidence in food containing dairy products. The purpose of this paper is to explore the determinants of precautionary behaviour to avoid food containing dairy products among Taiwanese college students. Design/methodology/approach - Of the tota...

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Bibliographic Details
Published in:British food journal (1966) 2010-01, Vol.112 (8-9), p.919-933
Main Authors: Lu, Hung-Yi, Hou, Hsin-Ya, Dzwo, Tzong-Horng, Wu, Yi-Chen, Andrews, James E, Weng, Shao-Ting, Lin, Mei-Chun, Lu, Jun-Ying
Format: Article
Language:English
Subjects:
Attitudes
attitudes and opinions
Baby foods
Behavior
Chinese people
Cluster analysis
College students
consumer attitudes
Consumer behavior
Consumers
Credibility
credibility of information
Dairy products
Determinants
Food
food choices
Food contamination & poisoning
Food products
Food safety
Foods
Hypotheses
Inclusions
ingredients
Kidney stones
Melamine
Meta-analysis
Milk
news media
Perceptions
perceptions (cognitive)
Precautions
Purchasing
Sampling
Scandals
Statistical analysis
Citations: Items that this one cites
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Description
Summary:Purpose - The melamine milk scandal caused a crisis of confidence in food containing dairy products. The purpose of this paper is to explore the determinants of precautionary behaviour to avoid food containing dairy products among Taiwanese college students. Design/methodology/approach - Of the total respondents selected using a multistage cluster sampling plan, 1,213 respondents completed the questionnaire. Findings - The survey results showed that subjective norms, attitude, perceived behavioural control, attention to news, and perceived credibility of information are significantly associated with the intention to take precautionary behaviour. Originality/value - The paper developed a modified theory of planned behaviour (TPB) that focused on attention and perceived credibility of milk scandal-related information as additional determinants of precautionary behaviour to avoid food containing dairy products. The inclusion of attention and perceived credibility of information constructs enabled a better model fit than that of the TPB model.
ISSN:0007-070X
1758-4108
DOI:10.1108/00070701011074318