Perceived quality of traceability information and its effect on purchase intention towards organic food

Emerging Internet of things (IoT) technologies are enhancing the value of traceability information in reshaping organic food consumption behaviours. However, the best ways to measure consumers' perceptions of the quality of traceability information remains uninvestigated. This paper explores the perceived quality of traceability information through the available literature on perceived information quality, principal-agency theory, and cue utilisation theory. Specifically, we examine how traceability information influences purchase intentions of organic foods. We conducted an online survey and collected 361 valid samples from organic milk consumers in China. Our structural equation modelling analysis led to the following key findings: first, the perceived quality of traceability information positively influences purchase intention towards organic food; second, perceived uncertainty partially mediates the main effect; and, finally, the importance of product information positively moderates the relationship between perceived uncertainty and purchase intention.