Understanding determinants of government and consumer behavior relative to product safety : an application of the theory of planned behavior to China and the United States

Abstract

The following thesis applies Icek Ajzen's Theory of Planned Behavior to explain consumer and government response to safety of Chinese-made products sold in China and the United States. The thesis relies on secondary data as it considers the responses and actions relative to product safety by four different groups: Chinese government, U.S. government, Chinese consumers and U.S. consumers. Increased globalization has heightened the need for a better understanding and agreement about product safety and quality among countries. A comprehensive presentation of laws and factors related to Chinese product quality is made. Each group was considered at the aggregate level. Conclusions were made about the motivations and responses of each group to product safety issues, and propositions were developed to further expand the theoretical model for the theory of planned behavior and thereby evoke a model of planned behavior regarding product safety. These propositions may form the basis for further research into this field. As such, this thesis presents the theory of planned behavior as a viable theory to use in considering issues related to purchase, export and import of safe products. Future primary research is needed to support or reject the concepts and propositions presented in this thesis.