Date of Defense

12-2010

Department

Marketing

First Advisor

Ron Larson

Abstract

The purpose of this research is to survey consumers on their support for Radio Frequency Identification tags on fruit and vegetable containers and their willingness to pay for traceability of meat products. Ironically, there is no single universally accepted definition of traceability. There is evidence that the US has fallen behind its major trading partners in terms of implementing a nationwide food traceability system. Researchers in the past have concluded that consumers' WTP for traceability increases significantly when bundled with additional assurances. There is real concern among consumers about implementation of traceability systems in food as well as meat products. Based on the statistical analysis, the major relevant factors are consumers' religiousness and their willingness to share personal information. Manufacturers and retailers have long ignored consumers' behavior and attitudes towards the traceability systems and it is crucial that these factors are taken into consideration for successful implementation of RFID enabled traceability systems in the near future.

Access Setting

Honors Thesis-Open Access

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