Consumer Support for Food Tracing with RFID Technology

Ronald Larson and Kulmani Rana

No 103672, 2011 Annual Meeting, July 24-26, 2011, Pittsburgh, Pennsylvania from Agricultural and Applied Economics Association

Abstract: Foodborne illness continues to be a significant problem and food traceability may help reduce the number and severity of outbreaks. One technology that could improve food tracing is radio frequency identification tags or RFID. However, some consumers may oppose the use of this technology because of its potential for reducing personal privacy. A survey of consumers asked about their support for an RFID tracing system for produce and for meat. Results suggest that some consumer privacy attitudes and privacy behaviors were negatively related to support for RFID tracing. Proponents of traceability with RFID may need to spend more time explaining the technology to consumers to reduce their concerns and anxieties. In addition, the results for produce tracing and meat tracing were different, suggesting that consumer support for food traceability may vary by product category.

Keywords: Agribusiness; Consumer/Household Economics; Food Consumption/Nutrition/Food Safety; Livestock Production/Industries; Marketing (search for similar items in EconPapers)
Pages: 17
Date: 2011
New Economics Papers: this item is included in nep-mkt
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Citations: View citations in EconPapers (1)

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Persistent link: https://EconPapers.repec.org/RePEc:ags:aaea11:103672

DOI: 10.22004/ag.econ.103672

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