The impact of message framing on consumer attitude and behavioral intention toward HACCP implementation in foodservice businesses
Open Access
Author:
Liu, Qing
Graduate Program:
Hotel, Restaurant, and Institutional Management
Degree:
Master of Science
Document Type:
Master Thesis
Date of Defense:
None
Committee Members:
Amit Sharma, Thesis Advisor/Co-Advisor
Keywords:
HACCP Attribute framing Goal framing Involvement
Abstract:
This thesis investigated the impact of message framing on consumer attitude and behavioral intention toward the implementation of Hazard Analysis & Critical Control Points (HACCP) in foodservice businesses. Attribute framing effects and goal framing effects were examined separately in two studies. In each study, two message delivery forms, article and video, were used to introduce HACCP and provide food safety knowledge to consumers. Results indicated that most consumers had very favorable attitude and behavioral intention toward HACCP implementation. In addition, significant interactions were found between selected involvement items and valence of messages, indicating that involvement moderated the effect of message framing on consumers’ attitude and behavioral intention toward HACCP implementation. Implications and future research directions were discussed.
