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Evaluating the Use of QR Codes on Food Products

Author

Listed:
  • Konstantinos Rotsios

    (Department of International Business, Perrotis College, American Farm School, 551 02 Thessaloniki, Greece)

  • Aggeliki Konstantoglou

    (Department of Production Engineering and Management, Democritus University of Thrace, 671 00 Xanthi, Greece)

  • Dimitris Folinas

    (Department of Supply Chain Management, International Hellenic University, 601 00 Katerini, Greece)

  • Thomas Fotiadis

    (Department of Production Engineering and Management, Democritus University of Thrace, 671 00 Xanthi, Greece)

  • Leonidas Hatzithomas

    (Department of Business Administration, University of Macedonia, 546 36 Thessaloniki, Greece)

  • Christina Boutsouki

    (Faculty of Economic and Political Sciences, Aristotle University of Thessaloniki, 541 24 Thessaloniki, Greece)

Abstract

Today, consumers consider food packaging to be as equally important as a product brand. In addition, the increase in smartphone usage by consumers has led marketers to design new forms of packaging. Among the latest marketing trends, smart packaging with the use of QR Codes is emerging as one of the most promising technologies to enhance the information provided to consumers and influence their buying behavior. This study evaluates the use of a QR Code on bottled milk and more specifically on milk produced by one of the most well-known “boutique” Greek dairy producers. It consists of two phases. In the first one, data was gathered from 537 consumers of the product to capture and analyze their (i) buying behavior, (ii) perception of the product’s package, and (iii) knowledge about the product. In the second phase, a Quick Response (QR) Code was placed on the bottle’s label. Consumers who scanned it were linked to a web page containing information on the product. A total of 308 from the 537 initial respondents scanned the code, accessed the site, and answered the second questionnaire. Similar to the first stage, (i) the consumers’ buying behavior, (ii) their perception of the product’s package, and (iii) their knowledge about the product were examined, following their visit to the above-mentioned website through the QR Code. The objective was to evaluate the use of web applications using enriched text information. The results show that a QR Code on the packaging of food products, which directs consumers to entertaining and enriched content, results in an increased level of usage intention. Moreover, they proved that comprehension and self-confidence are higher with the adoption of the QR Code. In addition, the use of QR Codes enables businesses to provide timely and accurate information and positively influence consumers′ buying behavior.

Suggested Citation

  • 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.
    • Handle: RePEc:gam:jsusta:v:14:y:2022:i:8:p:4437-:d:789582
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    References listed on IDEAS

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    1. Somdip Dey & Suman Saha & Amit Kumar Singh & Klaus McDonald-Maier, 2021. "FoodSQRBlock: Digitizing Food Production and the Supply Chain with Blockchain and QR Code in the Cloud," Sustainability, MDPI, vol. 13(6), pages 1-11, March.
    2. 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.
    3. Herbert Meyers & Richard Gerstman, 2005. "Package opportunities and challenges," Palgrave Macmillan Books, in: The Visionary Package, chapter 0, pages 194-206, Palgrave Macmillan.
    4. Herbert Meyers & Richard Gerstman, 2005. "The Visionary Package," Palgrave Macmillan Books, Palgrave Macmillan, number 978-0-230-28691-7, September.
    5. Irina Albastroiu & Mihai Felea, 2015. "Enhancing the shopping experience through QR codes: the perspective of the Romanian users," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 17(39), pages 553-553, May.
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    Cited by:

    1. Tina Žurbi & Diana Gregor-Svetec, 2023. "Use of QR Code in Dairy Sector in Slovenia," SAGE Open, , vol. 13(2), pages 21582440231, May.

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