Evaluating the Use of QR Codes on Food Products

Today, consumers consider food packaging to be as equally important as a product brand. In addition, the increase in smartphone usage by consumers has led marketers to design new forms of packaging. Among the latest marketing trends, smart packaging with the use of QR Codes is emerging as one of the most promising technologies to enhance the information provided to consumers and influence their buying behavior. This study evaluates the use of a QR Code on bottled milk and more specifically on milk produced by one of the most well-known “boutique” Greek dairy producers. It consists of two phases. In the first one, data was gathered from 537 consumers of the product to capture and analyze their (i) buying behavior, (ii) perception of the product’s package, and (iii) knowledge about the product. In the second phase, a Quick Response (QR) Code was placed on the bottle’s label. Consumers who scanned it were linked to a web page containing information on the product. A total of 308 from the 537 initial respondents scanned the code, accessed the site, and answered the second questionnaire. Similar to the first stage, (i) the consumers’ buying behavior, (ii) their perception of the product’s package, and (iii) their knowledge about the product were examined, following their visit to the above-mentioned website through the QR Code. The objective was to evaluate the use of web applications using enriched text information. The results show that a QR Code on the packaging of food products, which directs consumers to entertaining and enriched content, results in an increased level of usage intention. Moreover, they proved that comprehension and self-confidence are higher with the adoption of the QR Code. In addition, the use of QR Codes enables businesses to provide timely and accurate information and positively influence consumers′ buying behavior.