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

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  • Li, Tongzhe
  • Messer, Kent D.

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 SmartLabelTM 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.

Suggested Citation

  • Li, Tongzhe & Messer, Kent D., 2019. "To Scan or Not to Scan: The Question of Consumer Behavior and QR Codes on Food Packages," Journal of Agricultural and Resource Economics, Western Agricultural Economics Association, vol. 44(2), May.
    • Handle: RePEc:ags:jlaare:287977
    DOI: 10.22004/ag.econ.287977
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    Citations

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    Cited by:

    1. McFadden, Brandon R. & Lusk, Jayson L. & Pollack, Adam & Rumble, Joy N. & Stofer, Kathryn A. & Folta, Kevin M., 2023. "A randomized group approach to identifying label effects," Journal of choice modelling, Elsevier, vol. 48(C).
    2. Tongzhe Li & Kent D. Messer & Alisher Mamadzhanov & Jill J. McCluskey, 2020. "Preferences for local food: Tourists versus local residents," Canadian Journal of Agricultural Economics/Revue canadienne d'agroeconomie, Canadian Agricultural Economics Society/Societe canadienne d'agroeconomie, vol. 68(4), pages 429-444, December.
    3. Konstantinos Rotsios & Aggeliki Konstantoglou & Dimitris Folinas & Thomas Fotiadis & Leonidas Hatzithomas & Christina Boutsouki, 2022. "Evaluating the Use of QR Codes on Food Products," Sustainability, MDPI, vol. 14(8), pages 1-15, April.

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