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To Scan or Not to Scan: The Question of Consumer Behavior and QR Codes on Food Packages
- Li, Tongzhe, Messer, Kent D.
- Journal of agricultural and resource economics 2019 v.44 no.2 pp. 311-327
- consumer behavior, field experimentation, markets, mobile telephones, oysters
- We conducted a field experiment involving the purchase of oysters to offer market-based evidence on whether consumers will scan quick response (QR) codes on food packages, a new labeling technology proposed by the SmartLabel (TM) initiative. In an artefactual marketplace selling oysters,only 1.2% participants scanned the QR code labels with their own devices. However, providing free access to a QR-scanning smartphone induced 52.6% of participants to access labeling information-a large improvement even compared to when this information was provided directly on the package. Furthermore, consumers’ responses to the additional information were similar regardless of how the information was delivered.