@article{Lombardi:254116,
      recid = {254116},
      author = {Lombardi, Alessia and Carfora, Valentina and Cicia, Gianni  and Del Giudice, Teresa and Lombardi, Pasquale and Panico,  Teresa},
      title = {Exploring Willingness to Pay for QR Code Labeled  Extra-Virgin Olive Oil: An Application of the Theory of  Planned Behavior},
      journal = {International Journal on Food System Dynamics},
      address = {2017-01},
      number = {1012-2016-81293},
      pages = {18},
      year = {2017},
      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.},
      url = {http://ageconsearch.umn.edu/record/254116},
      doi = {https://doi.org/10.22004/ag.econ.254116},
}