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Consumer Support for Food Tracing with RFID Technology

Author

Listed:
  • Larson, Ronald B.
  • Rana, Kulmani

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.

Suggested Citation

  • Larson, Ronald B. & Rana, Kulmani, 2011. "Consumer Support for Food Tracing with RFID Technology," 2011 Annual Meeting, July 24-26, 2011, Pittsburgh, Pennsylvania 103672, Agricultural and Applied Economics Association.
    • Handle: RePEc:ags:aaea11:103672
    DOI: 10.22004/ag.econ.103672
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    File URL: https://ageconsearch.umn.edu/record/103672/files/AAEA_2011_RFIDPaper_RonL.pdf
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    References listed on IDEAS

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    1. Resende Filho, Moises de Andrade & Buhr, Brian L., 2006. "Economic Evidence of Willingness to Pay for the National Animal Identification System in the US," 2006 Annual Meeting, August 12-18, 2006, Queensland, Australia 25342, International Association of Agricultural Economists.
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    Cited by:

    1. Larson, Ronald B. & Brown, Anna K., 2013. "Considering Stakeholders when Implementing New Technologies," 2013 Annual Meeting, August 4-6, 2013, Washington, D.C. 150975, Agricultural and Applied Economics Association.

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