Search results

1 – 1 of 1
Per page
102050
Citations:
Loading...
Access Restricted. View access options
Article
Publication date: 7 September 2010

Hung‐Yi Lu, Hsin‐Ya Hou, Tzong‐Horng Dzwo, Yi‐Chen Wu, James E. Andrews, Shao‐Ting Weng, Mei‐Chun Lin and Jun‐Ying Lu

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…

2597

Abstract

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.

Details

British Food Journal, vol. 112 no. 9
Type: Research Article
ISSN: 0007-070X

Keywords

1 – 1 of 1
Per page
102050