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To Scan or Not to Scan: The Question of Consumer Behavior and QR Codes on Food Packages

Author:
Li, Tongzhe, Messer, Kent D.
Source:
Journal of agricultural and resource economics 2019 v.44 no.2 pp. 311-327
ISSN:
1068-5502
Subject:
consumer behavior, field experimentation, markets, mobile telephones, oysters
Abstract:
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.
Agid:
6470981