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

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QR codes on pork packaging can inform consumers about antibiotic use, addressing antimicrobial resistance (AMR) concerns. This system supports antibiotic-free claims and consumer trust in livestock production.

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Area of Science:

  • Food science and consumer behavior
  • Animal husbandry and public health
  • Agricultural economics and marketing

Background:

  • Growing concerns about antimicrobial resistance (AMR) are increasing demand for livestock production free from antibiotic use.
  • The proliferation of antibiotic-free livestock production in the UK necessitates transparent information systems for consumers.
  • QR codes offer a potential solution for providing reliable antibiotic usage information on food products.

Purpose of the Study:

  • To explore UK consumers' perceptions and purchase intentions regarding pork products labeled with QR codes.
  • To identify the key determinants influencing consumer purchasing decisions for QR code-labeled pork.
  • To assess the suitability of QR codes as an alternative to direct "antibiotic-free" labeling.

Main Methods:

  • Utilized theoretical constructs from the Theory of Planned Behavior to analyze consumer data.
  • Investigated consumer perceptions, attitudes, and perceived control related to QR code-labeled pork.
  • Assessed purchase intention as the primary outcome variable.

Main Results:

  • Consumer perceptions, perceived control, and attitudes were identified as significant determinants of purchase intention for QR code-labeled pork.
  • QR code labeling was found to be a viable method for conveying antibiotic information to consumers.
  • The study suggests QR codes can provide transparency without implying conventional pork is unsafe.

Conclusions:

  • QR code labeling on pork is a promising tool for enhancing consumer trust and informed purchasing decisions in the context of antimicrobial use.
  • This technology can effectively communicate antibiotic information, supporting the market for antibiotic-free and conventionally produced pork.
  • Further research into consumer adoption and the impact on the wider food supply chain is warranted.