Exploring Willingness to Pay for QR Code Labeled Extra-Virgin Olive Oil: An Application of the Theory of Planned Behavior

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Alessia Lombardi; Valentina Carfora; Gianni Cicia; Teresa Del Giudice; Pasquale Lombardi; Teresa Panico;
  • Publisher: CentMa
  • Journal: International Journal on Food System Dynamics (issn: 1869-6945)
  • Related identifiers: doi: 10.18461/ijfsd.v8i1.812
  • Subject: Theory of Planned Behavior | Nutrition. Foods and food supply | TX341-641 | QR code | Mobile marketing; QR code; Olive oil; Theory of Planned Behavior | Olive oil | Mobile marketing

Quick Response Code (QR code) is the representative device of a particular branch of marketing called mobile marketing. The code is found throughout various productive sectors, including the agro-food sector. This work investigates whether consumers are willing to pay a... View more
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