Exploring willingness to pay for QR code labeled extra-virgin olive oil: An application of the theory of planned behavior

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 premium price for extra information on a bottle of extra-virgin olive oil (EVOO) by means of the QR-code. Based on data collected from 1006 interviews conducted in Italy, we implemented the Theory of Planned Behavior (TPB) model to ascertain the factors that could influence consumer's willingness to pay (WTP) for extra QR code information. Empirical results show the influence of attitudes, subjective norms and consumer personal characteristics such as mavenism and motivation for shopping (utilitarian vs. hedonic motivation) in explaining willingness to pay for a bottle of QR code labeled olive oil.