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Purpose. The aim of this paper is to explain a consumers' intention for traceable food in the context of the African Swine Fever (ASF) outbreak, in order to provide scientific knowledge for the government's intervention to mitigate the perceived risk and to promote the development of traceable food. Methodology. This research employed an extended theory of planned behavior (TP model in predicting purchase intention/attitude toward traceable pork. The structural equation analysis (SEM) was used on a sample of 230 students in Vietnam.
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