Traceability System as Perceived-Uncertainty Mitigator:

Increased agri-food trade and various food scare incidents led to heighted consumers’ concern for food safety, particularly from foreign origins. This leads to perceived uncertainty of consumers which makes them reluctant to purchase import food products and result in inefficiency in food transactions. The paper validate a model which approximates a relationship between perceived uncertainty of consumers and two antecedents & three mitigators which explain the value of Food Traceability System (FTS). The proposed model was drawn from Pavlou et al. (2007) study which applied the principal-agent perspectives, and this study contributes to current literature by improving understanding of structure of perceived uncertainty of a food product with credence good with this model. In addition, the study assesses the value and effects of FTS in reducing perceived uncertainty of beef from various origins and suggests important implications for stakeholders in beef sector regarding feasibility and marketability of FTS.