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Consumer Support for Food Tracing With RFID Technology

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Executive Summary

Foodborne illness continues to be a significant problem and food traceability may help reduce the number and severity of outbreaks. One technology that could improve food tracing is radio frequency identification tags or RFID. However, some consumers may oppose the use of this technology because of its potential for reducing personal privacy. A survey of consumers asked about their support for an RFID tracing system for produce and for meat. Results suggest that some consumer privacy attitudes and privacy behaviors were negatively related to support for RFID tracing. Proponents of traceability with RFID may need to spend more time explaining the technology to consumers to reduce their concerns and anxieties.

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