Intention to Purchase Traceable Meat: The Impacts of Perceived Information Asymmetry, Informativeness, Usefulness, and Norm

Manuscript type: Research paper Research aims: The purpose of this study is to develop a causal model for intention to purchase traceable meat by positing perceived information asymmetry as the primary antecedent. Design/ Methodology/ Approach: A survey of 450 Thai participants was conducted. Data were analysed with structural equation modeling (SEM). Research findings: Results reveal that perceived information asymmetry together with perceived informativeness, subjective norm and perceived usefulness are significant determinants of consumers' intention to purchase traceable meat. Results also show that the mechanism involving the two information-related constructs (perceived information asymmetry and perceived informativeness) are linked in this set of relationship where perceived information asymmetry acts as the primary motivation. Theoretical contributions/ Originality: This research is the first to propose that perceived information asymmetry and perceived informativeness can be incorporated into the technology acceptance model (TAM) and the theory of reasoned action (TRA). Practitioner/ Policy implications: Based on the study results, marketers can design appropriate marketing plans so as to communicate the benefits of the traceability system. Research limitations/ Implications: The replication of this research model with different sample or other products is recommended to increase the generalisability of results.