Consumers’ valuation for Food Traceability in China: Does Perceived Value Matter?

Food safety, a pressing concern in China, is addressed in this paper by proposing a comprehensive framework based on the affect–behavior–cognition theory. The framework aims to analyze the interplay among information asymmetry, product knowledge, consumer perceived value, and purchase intention. Specifically, the study explores the mediating role of perceived value in the relationships between information asymmetry, product knowledge, and purchase intention. Data were collected through a survey, yielding 238 usable responses. Structural equation modeling was employed to analyze the hypothesized relationships. Findings reveal that both information asymmetry and product knowledge influence consumer perceived value, which, in turn, positively affects purchase intention, with perceived value serving as a mediator. This study elucidates the influence of customer attitudes on their inclination to buy traceable food, offering practical insights for producers and marketers to formulate effective strategies. These strategies aim to foster sustainable growth in the food industry.