The relative impact of health communication conveyed via quick response codes: A conjoint experiment among young thai consumers doing grocery shopping

Abstract

This paper explores the impact of health communication using smartphones and the outcome of healthier purchases when young Thai consumers shop for groceries. A conjoint experiment was arranged whereby participants (n ¼ 214) purchased grocery using information conveyed via quick response (QR) codes. Results show that a healthy food label, and a good consumer rating on the food’s health, evoked the consumers’ tendencies towards interacting with a smartphone in the purchasing situation. In addition, likelihood of buying increased. Further simulations revealed that health communication conveyed via QR codes can be a good investment for brands to increase healthier purchases.