Do I know what I eat? The use of QR code in Food Packaging to Provide Traceability Information

Abstract

This research aimed to analyze the use of QR code in the packaging of agri-food products as a tool for communication and relationship between consumer and company, aiming to make the product and process traceable information available. In a specific way, the information considered relevant to the final consumer was identified under normal purchasing conditions. This research has an exploratory and descriptive character, and its data were collected with consumers in supermarkets located in two cities of Sao Paulo State: Marilia and Sao Carlos. The results showed that not all the information obtained in the tracking process is made available to final consumers and that the lack of knowledge about QR code is still considerable for consumers. In general, the consumers interviewed in Sao Carlos had higher income and higher education than those interviewed in Marilia, and these characteristics seemed to have resulted directly in the knowledge about the technology of the QR code, higher in Sao Carlos. The main contribution of this research is based on the survey of the information that the interviewed consumers consider important for the purchase decision of agri-food products, constituting an important reference so that the companies that currently work with traceability, be it industry or retail, can improve their labels, adding value to the marketed product. The study can be used as a starting point for other researches, testing new information and other products, making even possible comparisons.

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“…Whereas consumers are increasingly interested in practical information on the product, we believe that they are predisposed to use their Smartphone to access information from the manufacturer/producer at the selling point, assisting in decisionmaking [1]. In retail, marketing communication using QR code can provide consumers with functional benefits such as business and convenience information rather than utilities, in the case of a more enjoyable shopping experience.…”

“…The packaging plays essential functions of protection, packaging, and storage, as well as enabling the logistics of product distribution to the final destination, preserving its attributes. In food retailing, where practically no sellers, packaging rests with the function to communicate to the consumer the product messages [1]. In this sense, [2] pointed out that the use of QR code as a marketing strategy assists in the promotion of the product or company, or even directing consumer choices.…”

Study on the Printability of Starch-Based Films Using Ink-Jet Printing

“…The QR code can code useful information about the product in the packaging. QR codes are widely used on a daily basis, and they have been successfully adopted in mobile payments [28], in logistics sorting to allow package tracking and sorting [30], in in situ air analyses [29], and, finally, in food traceability systems to obtain information on the freshness and quality of food products [31][32][33]. Moreover, a QR code can be used to deliver a known amount of a drug [34].…”

“…ing [30], in in situ air analyses [29], and, finally, in food traceability systems to obtain information on the freshness and quality of food products [31][32][33]. Moreover, a QR code can be used to deliver a known amount of a drug [34].…”

Does Price Matter in Mainland China? Examine the Factors Influencing Broiler Chicken Purchase Intention

“…Broiler packaging is an important means of communicating information to consumers, and it can be effective in conveying basic information about broilers to consumers. It is necessary that agri-producers include a QR code on the packaging that traces the product's information [101], thus strengthening the consumer's perception of the authenticity of the product and ultimately increasing their willingness to purchase.…”