Factors Affecting Intention to Control Quality Safety: Evidence Food Supply Chain Firms

Purpose: The purpose of this study was to examine the impact of food certification, commitment and reputation on intention to control quality and safety in food supply chain firms of Pakistan. Consumers are now well aware about quality and safety measures for their better health through social media. Therefore, for the survival the food supply chain firms should have study the key variables which can build the confidence among consumers. Design/Methodology/Approach: For obtaining the research objectives of present the primary data collected through adopted questionnaire and survey method is applied. In this study 190 employees from food supply chain firms including the middle level and lower-level employees’ voluntary filled the self-administrative questionnaire.  For the analysis of gathered data the confirmatory factor analysis and multiple regression analysis were performed in AMOS version 25. Findings: Results, of this study confirmed positive and significant impact of food certification and commitment impact on intention to control quality and safety. However, reputation did not find to have significant impact of reputation on intention to control quality and safety in food supply chain firms. In addition, the commitment is the key factor which has more significant and positive impact on intention to control quality and safety in food supply chain firm’s due higher beta and p-value. Implications/Originality/Value: Based on limited knowledge of authors this is first study which gives insights from food supply chain firms related to intention to control quality safety.