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 -