Factors influencing intentions to take precautions to avoid consuming food containing dairy products

• Published in: British food journal (1966) Vol. 112; no. 9; pp. 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: Journal Article
• Language: English
• Published: Emerald Group Publishing Limited 07.09.2010
• Subjects: Cluster analysis; Consumer behaviour; Dairy products; Students; Taiwan; Cluster analysis; Dairy products; Students; Consumer behaviour; Taiwan
• ISSN: 0007-070X; 1758-4108
• DOI: 10.1108/00070701011074318

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.