Food Science and Technology

Consumer purchase intention towards a quick response (QR) code for antibiotic information: an exploratory study

H. Bradford, C. Mckernan, et al.

This study conducted by Hollie Bradford, Claire McKernan, Chris Elliott, and Moira Dean delves into UK consumers' perceptions and purchase intentions towards QR code-labeled pork. Discover how consumers' attitudes, perceived control, and perceptions play a pivotal role in their decision-making. The findings suggest QR codes may be a viable option for product labeling without casting doubt on conventional pork safety.

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Playback language: English

Index

Abstract

This study explores UK consumers' perceptions and purchase intention towards QR code-labeled pork, aiming to identify determinants of purchase using the Theory of Planned Behavior. Results indicate that consumers' perceptions, perceived control, and attitudes towards QR code-labeled pork are the main determinants of purchase intention. The QR code approach offers a potential alternative to antibiotic-free labeling, providing information without implying that conventionally produced pork is unsafe.

Publisher

npj Science of Food

Published On

Apr 20, 2022

Authors

Hollie Bradford, Claire McKernan, Chris Elliott, Moira Dean

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