IDEAS home Printed from https://ideas.repec.org/a/ags/ijofsd/254116.html
   My bibliography  Save this article

Exploring Willingness to Pay for QR Code Labeled Extra-Virgin Olive Oil: An Application of the Theory of Planned Behavior

Author

Listed:
  • Lombardi, Alessia
  • Carfora, Valentina
  • Cicia, Gianni
  • Del Giudice, Teresa
  • Lombardi, Pasquale
  • Panico, Teresa

Abstract

Quick Response Code (QR code) is the representative device of a particular branch of marketing called mobile marketing. The code is found throughout various productive sectors, including the agro-food sector. This work investigates whether consumers are willing to pay a premium price for extra information on a bottle of extra-virgin olive oil (EVOO) by means of the QR-code. Based on data collected from 1006 interviews conducted in Italy, we implemented the Theory of Planned Behavior (TPB) model to ascertain the factors that could influence consumer’s willingness to pay (WTP) for extra QR code information. Empirical results show the influence of attitudes, subjective norms and consumer personal characteristics such as mavenism and motivation for shopping (utilitarian vs. hedonic motivation) in explaining willingness to pay for a bottle of QR code labeled olive oil.

Suggested Citation

  • Lombardi, Alessia & Carfora, Valentina & Cicia, Gianni & Del Giudice, Teresa & Lombardi, Pasquale & Panico, Teresa, 2017. "Exploring Willingness to Pay for QR Code Labeled Extra-Virgin Olive Oil: An Application of the Theory of Planned Behavior," International Journal on Food System Dynamics, International Center for Management, Communication, and Research, vol. 8(1), pages 1-18, January.
    • Handle: RePEc:ags:ijofsd:254116
    DOI: 10.22004/ag.econ.254116
    as

    Download full text from publisher

    File URL: https://ageconsearch.umn.edu/record/254116/files/02-626-2106-1-PB.pdf
    Download Restriction: no
    File URL: https://libkey.io/10.22004/ag.econ.254116?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Young Chan Choe & Joowon Park & Miri Chung & Junghoon Moon, 2009. "Effect of the food traceability system for building trust: Price premium and buying behavior," Information Systems Frontiers, Springer, vol. 11(2), pages 167-179, April.
    2. Lassoued, R. & Hobbs, J.E., 2015. "Consumer confidence in credence attributes: The role of brand trust," Food Policy, Elsevier, vol. 52(C), pages 99-107.
    3. Sauer, Uta & Fischer, Anke, 2010. "Willingness to pay, attitudes and fundamental values -- On the cognitive context of public preferences for diversity in agricultural landscapes," Ecological Economics, Elsevier, vol. 70(1), pages 1-9, November.
    4. Cooper, Philip & Poe, Gregory L. & Bateman, Ian J., 2004. "The structure of motivation for contingent values: a case study of lake water quality improvement," Ecological Economics, Elsevier, vol. 50(1-2), pages 69-82, September.
    5. Babin, Barry J & Darden, William R & Griffin, Mitch, 1994. "Work and/or Fun: Measuring Hedonic and Utilitarian Shopping Value," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 20(4), pages 644-656, March.
    6. Kieran Mathieson, 1991. "Predicting User Intentions: Comparing the Technology Acceptance Model with the Theory of Planned Behavior," Information Systems Research, INFORMS, vol. 2(3), pages 173-191, September.
    7. Ajzen, Icek, 1991. "The theory of planned behavior," Organizational Behavior and Human Decision Processes, Elsevier, vol. 50(2), pages 179-211, December.
    8. Sundmaeker, Harald & Einramhof, Peter, 2015. "Systematic Heterogeneity:How to Combine Smartphone Related Apps with FIspace," International Journal on Food System Dynamics, International Center for Management, Communication, and Research, vol. 6(2), pages 1-12, July.
    9. Viswanath Venkatesh & Fred D. Davis, 2000. "A Theoretical Extension of the Technology Acceptance Model: Four Longitudinal Field Studies," Management Science, INFORMS, vol. 46(2), pages 186-204, February.
    10. Gao, Tao (Tony) & Rohm, Andrew J. & Sultan, Fareena & Pagani, Margherita, 2013. "Consumers un-tethered: A three-market empirical study of consumers' mobile marketing acceptance," Journal of Business Research, Elsevier, vol. 66(12), pages 2536-2544.
    11. Keen, Cherie & Wetzels, Martin & de Ruyter, Ko & Feinberg, Richard, 2004. "E-tailers versus retailers: Which factors determine consumer preferences," Journal of Business Research, Elsevier, vol. 57(7), pages 685-695, July.
    12. Tao Tony Gao & Andrew J. Rohm & Fareena Sultan & Margherita Pagani, 2013. "Consumers un-tethered : A three-market empirical study of consumers' mobile marketing acceptance," Post-Print hal-02313086, HAL.
    13. Krystallis, Athanasios & Ness, Mitchell, 2005. "Consumer Preferences for Quality Foods from a South European Perspective: A Conjoint Analysis Implementation on Greek Olive Oil," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 8(2), pages 1-30.
    14. Ojea, Elena & Loureiro, Maria L., 2007. "Altruistic, egoistic and biospheric values in willingness to pay (WTP) for wildlife," Ecological Economics, Elsevier, vol. 63(4), pages 807-814, September.
    15. Fred D. Davis & Richard P. Bagozzi & Paul R. Warshaw, 1989. "User Acceptance of Computer Technology: A Comparison of Two Theoretical Models," Management Science, INFORMS, vol. 35(8), pages 982-1003, August.
    16. Sundmaeker, Harald & Einramhof, Peter, 2015. "Systematic Heterogeneity: How to combine Smartphone related Apps with FIspace," 2015 International European Forum (144th EAAE Seminar), February 9-13, 2015, Innsbruck-Igls, Austria 206251, International European Forum on System Dynamics and Innovation in Food Networks.
    17. Panico, Teresa & Del Giudice, Teresa & Caracciolo, Francesco, 2014. "Quality dimensions and consumer preferences: A choice experiment in the Italian extra-virgin olive oil market," Agricultural Economics Review, Greek Association of Agricultural Economists, vol. 15(2), pages 1-13.
    18. Teresa Del Giudice & Carla Cavallo & Francesco Caracciolo & Gianni Cicia, 2015. "What attributes of extra virgin olive oil are really important for consumers: a meta-analysis of consumers’ stated preferences," Agricultural and Food Economics, Springer;Italian Society of Agricultural Economics (SIDEA), vol. 3(1), pages 1-15, December.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Valentina Carfora & Patrizia Catellani, 2022. "Advertising Innovative Sustainable Fashion: Informational, Transformational, or Sustainability Appeal?," Sustainability, MDPI, vol. 14(23), pages 1-21, December.
    2. Daniela Caso & Valentina Carfora & Chiara Starace & Mark Conner, 2019. "Key Factors Influencing Italian Mothers’ Intention to Vaccinate Sons against HPV: The Influence of Trust in Health Authorities, Anticipated Regret and Past Behaviour," Sustainability, MDPI, vol. 11(23), pages 1-12, December.
    3. Panico, Teresa & Caracciolo, Francesco & Furno, Marilena, 2022. "Analysing the consumer purchasing behaviour for certified wood products in Italy," Forest Policy and Economics, Elsevier, vol. 136(C).
    4. De Devitiis, Biagia & Viscecchia, Rosaria & Carfora, Valentina & Cavallo, Carla & Cicia, Gianna & Del Giudice, Teresa & Menna, Concetta & Nardone, Gianluca & Secca, Antonio, 2021. "Parents’ trust in food safety and healthiness of children’s diets: A TPB model explaining the role of retailers and government," Economia agro-alimentare / Food Economy, Italian Society of Agri-food Economics/Società Italiana di Economia Agro-Alimentare (SIEA), vol. 23(2), July.
    5. Lara Penco & Francesca Serravalle & Giorgia Profumo & Milena Viassone, 2021. "Mobile augmented reality as an internationalization tool in the “Made In Italy” food and beverage industry," Journal of Management & Governance, Springer;Accademia Italiana di Economia Aziendale (AIDEA), vol. 25(4), pages 1179-1209, December.
    6. Luigi Cembalo & Daniela Caso & Valentina Carfora & Francesco Caracciolo & Alessia Lombardi & Gianni Cicia, 2019. "The “Land of Fires” Toxic Waste Scandal and Its Effect on Consumer Food Choices," IJERPH, MDPI, vol. 16(1), pages 1-14, January.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Kitikorn Dowpiset & Chompu Nuangjamnong, 2021. "An Investigation of Factors Affecting Intention to Comply Thailand PDPA with E-Services in Private University towards Social Media," International Journal of Economics & Business Administration (IJEBA), International Journal of Economics & Business Administration (IJEBA), vol. 0(2), pages 374-393.
    2. Garima Malik & A. Sajeevan Rao, 2019. "Extended expectation-confirmation model to predict continued usage of ODR/ride hailing apps: role of perceived value and self-efficacy," Information Technology & Tourism, Springer, vol. 21(4), pages 461-482, December.
    3. Muhammad Ali & Syed Ali Raza & Chin-Hong Puah & Mohd Zaini Abd Karim, 2017. "Islamic home financing in Pakistan: a SEM-based approach using modified TPB model," Housing Studies, Taylor & Francis Journals, vol. 32(8), pages 1156-1177, November.
    4. Rahman Ummeh Habiba Faria Benteh & Zafar Muhammad Khubaib, 2020. "Factors Influencing Uber Adoption In Bangladesh And Pakistan," Open Economics, De Gruyter, vol. 3(1), pages 86-97, January.
    5. Viswanath Venkatesh, 2000. "Determinants of Perceived Ease of Use: Integrating Control, Intrinsic Motivation, and Emotion into the Technology Acceptance Model," Information Systems Research, INFORMS, vol. 11(4), pages 342-365, December.
    6. Gao, Tao (Tony) & Rohm, Andrew J. & Sultan, Fareena & Pagani, Margherita, 2013. "Consumers un-tethered: A three-market empirical study of consumers' mobile marketing acceptance," Journal of Business Research, Elsevier, vol. 66(12), pages 2536-2544.
    7. Banu Demirel & Ayça Kübra Hızarcı Payne, 2018. "Social Innovation Adoption Behavior: The Case of Zumbara," International Journal of Innovation and Technology Management (IJITM), World Scientific Publishing Co. Pte. Ltd., vol. 15(02), pages 1-19, April.
    8. Kamrath, Carolin & Rajendran, Srinivasulu & Nenguwo, Ngoni & Afari-Sefa, Victor & Broring, Stefanie, 2018. "Adoption behavior of market traders: an analysis based on Technology Acceptance Model and Theory of Planned Behavior," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 21(6), July.
    9. Taneja, Shilpa & Ali, Liaqat, 2021. "Determinants of customers’ intentions towards environmentally sustainable banking: Testing the structural model," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).
    10. Lara Stocchi & Naser Pourazad & Nina Michaelidou & Arry Tanusondjaja & Paul Harrigan, 2022. "Marketing research on Mobile apps: past, present and future," Journal of the Academy of Marketing Science, Springer, vol. 50(2), pages 195-225, March.
    11. Donglin Han & Huiying (Cynthia) Hou & Hao Wu & Joseph H. K. Lai, 2021. "Modelling Tourists’ Acceptance of Hotel Experience-Enhancement Smart Technologies," Sustainability, MDPI, vol. 13(8), pages 1-19, April.
    12. Giao, Ha Nam Khanh & Tuan, Huynh Quoc, 2021. "Intention To Buy Air Ticket Online of Vietnamese Consumers," OSF Preprints d5uh8, Center for Open Science.
    13. Giao, Ha Nam Khanh & Tuan, Huynh Quoc, 2021. "Intention To Buy Air Ticket Online Of Vietnamese Consumers," OSF Preprints 867s5, Center for Open Science.
    14. Nripendra P. Rana & Yogesh K. Dwivedi & Banita Lal & Michael D. Williams & Marc Clement, 2017. "Citizens’ adoption of an electronic government system: towards a unified view," Information Systems Frontiers, Springer, vol. 19(3), pages 549-568, June.
    15. Wong Lai Soon & Bobby Chai Boon Hui & Wong Kee Luen, 2013. "Joining the New Band: Factors Triggering the Intentions of Malaysian College and University Students to Adopt 4G Broadband," Information Management and Business Review, AMH International, vol. 5(2), pages 58-65.
    16. Kathrin Dudenhöffer, 2013. "Why electric vehicles failed," Metrika: International Journal for Theoretical and Applied Statistics, Springer, vol. 24(2), pages 95-124, July.
    17. Andrei OGREZEANU, 2015. "Models Of Technology Adoption: An Integrative Approach," Network Intelligence Studies, Romanian Foundation for Business Intelligence, Editorial Department, issue 5, pages 55-67, June.
    18. Yuzong Zhao & Hui Wang & Zhen Guo & Mingli Huang & Yongtao Pan & Yongrui Guo, 2022. "Online Reservation Intention of Tourist Attractions in the COVID-19 Context: An Extended Technology Acceptance Model," Sustainability, MDPI, vol. 14(16), pages 1-17, August.
    19. Rishi Manrai & Kriti Priya Gupta, 2023. "Investor’s perceptions on artificial intelligence (AI) technology adoption in investment services in India," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 28(1), pages 1-14, March.
    20. Rajak, Manindra & Shaw, Krishnendu, 2021. "An extension of technology acceptance model for mHealth user adoption," Technology in Society, Elsevier, vol. 67(C).

    More about this item

    Keywords

    Agribusiness; Marketing;

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ags:ijofsd:254116. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: AgEcon Search (email available below). General contact details of provider: https://edirc.repec.org/data/centmde.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.