Influence of food traceability systems (FTS) on the perceived value and purchase intention of urban consumers in Sri Lanka’s retail chains

Consumers are becoming increasingly interested in knowing more about the food they consume. Purchasing one product over another depends on the extra benefits perceived. Food quality and safety information play a significant role in the added benefits. Therefore, the need for food traceability has increased with the global expansion of food supply chains and safety regulations. In developing countries, such as Sri Lanka, it is difficult to maintain a perfect traceability system in most food supply chains because it is difficult to identify all the necessary information regarding production, processing, and distribution stages along the chain. The objective of this study is to investigate the impact of the existing food traceability system on urban consumers’ perceived value and purchasing intentions. Structural equation modeling was used to analyze the survey data collected from 250 respondents. The findings indicate that consumer trust, safety, and diagnostics of food traceability systems positively influence consumers’ perceived value. Additionally, perceived value and purchase intention are positively correlated, although consumer expertise does not moderate this relationship. This study has direct implications for theories of customer perceived value and involvement and contributes to improving marketing strategies for traceable products in Sri Lankan retail chains.