Antecedents of Word-of-Mouth for Meat with Traceability: Evidence from Thai Consumers

  • Published 2014

Abstract

Because of the outbreak of mad cow disease and bird flu, consumers have become more concerned with quality and safety of meat and poultry. As a consequence, meat traceability has been implemented as a tool to raise the standard in the meat production industry. In Thailand, while traceability is relatively common among the manufacturer-wholesaler-retailers… (More)

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