Evaluating the influence of traceability technology on purchasing decisions of consumers of processed products in Calabar metropolis, cross river state, Nigeria

This study empirically examined the influence of traceability technology on purchasing decisions of consumers of processed food products in Calabar Metropolis, Nigeria. Using cross-sectional survey data from 82 consumers selected through proportionate random sampling, the study employed descriptive statistics and binary logistic regression to specifically, assessed consumer awareness and understanding of traceability technology, examined purchasing habits, identified factors influencing awareness, and analyzed consumer perceptions toward traceability systems. Findings indicate that 64.6% of respondents were aware of traceability systems, while 80.5% recognised barcode/QR technologies, and 57.3% had used them, with educational institutions (41.5%) serving as the major awareness source. Rice (79.3%) was the most frequently purchased processed product.  Logit regression results reveal that age, education, income, and mobile phone usage significantly increase the probability of awareness (Pseudo R² = 0.546; p < 0.01). Consumers exhibit strong positive perceptions regarding food safety (91.5%), product authenticity (84.2%), and transparency (85.4%). However, price (95.1%) and nutritive value (80.5%) remains the dominant purchase determinants, suggesting that traceability complements but does not substitute economic considerations.  The study recommends intensified awareness campaigns to increase knowledge beyond 90%, enforcement of visible nutritive labelling, improved affordability mechanisms for processed products, and greater integration of mobile-enabled traceability platforms.