Food traceability system as elevating good corporate social responsibility for fast-food restaurants

The assurance of food quality occurs through a process of “double branding” at food services. This study considers the relationship between consumers’ perceptions and attitudes toward restaurants that adopt food traceability system (FTS), brand image, and purchase intentions specifically as they pertain to fast-food restaurants. The purpose of this study is to investigate the relationship of perception of adopting FTS on attitudes toward brand and purchase intentions in fast-food restaurants. Data were collected via a questionnaire distributed at three Mosburger fast-food restaurants in Taipei, Taiwan. Data were collected using the convenient sampling method. In total, 360 patrons were asked to fill out a questionnaire and 301 valid copies were collected. The perception of adopting FTS can comprise motivation, fit, and timing. Fit and timing play key roles at influencing purchase intention and brand attitude, while brand image has a significant mediation role in the formation of purchase intention. With threats from disease and terrorism, FTS is a good corporate social responsibility practice for fast-food restaurants to build healthy and safe images. Fast-food restaurant marketers can build their brand using advertising images that convey emotional benefits such as the safety and healthiness of their products.