TY  - EJOUR
AB  - 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.
AU  - Li, Tongzhe
AU  - Messer, Kent D.
DA  - 2019-05
DA  - 2019-05
DO  - 10.22004/ag.econ.287977
DO  - doi
EP  - 327
EP  - 311
ID  - 287977
IS  - 2
JF  - Journal of Agricultural and Resource Economics
KW  - Agricultural and Food Policy
KW  - Food Consumption/Nutrition/Food Safety
KW  - Institutional and Behavioral Economics
KW  - consumer preferences
KW  - distance from information
KW  - field experiments
KW  - oysters
KW  - food labeling
KW  - QR code reading
L1  - https://ageconsearch.umn.edu/record/287977/files/JARE%2C44.2%2CMay2019%2C%235%2CLi%2C311-327.pdf
L2  - https://ageconsearch.umn.edu/record/287977/files/JARE%2C44.2%2CMay2019%2C%235%2CLi%2C311-327.pdf
L4  - https://ageconsearch.umn.edu/record/287977/files/JARE%2C44.2%2CMay2019%2C%235%2CLi%2C311-327.pdf
LA  - eng
LA  - English
LK  - https://ageconsearch.umn.edu/record/287977/files/JARE%2C44.2%2CMay2019%2C%235%2CLi%2C311-327.pdf
N2  - 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.
PY  - 2019-05
PY  - 2019-05
SN  - 1068-5502
SP  - 311
T1  - To Scan or Not to Scan: The Question of Consumer Behavior and QR Codes on Food Packages
TI  - To Scan or Not to Scan: The Question of Consumer Behavior and QR Codes on Food Packages
UR  - https://ageconsearch.umn.edu/record/287977/files/JARE%2C44.2%2CMay2019%2C%235%2CLi%2C311-327.pdf
VL  - 44
Y1  - 2019-05
T2  - Journal of Agricultural and Resource Economics
ER  -