Many shoppers won’t use QR codes to access GMO food label information, study suggests

QR Code
Few consumers used scannable QR codes to access info about GMOs

In 2016, thanks in part to consumer demand, Congress passed the National Bioengineered Food Disclosure Standard, a federal mandate requiring manufacturers to label bioengineered foods as such.

Industry leaders are now searching for quick and easily accessible methods for sharing information about how and why a product was bioengineered …. One such method is through the use of quick response codes, or QR codes, that allow shoppers to scan a label to access information ….

[Researchers] recently conducted a study of QR codes on food packaging to determine how much additional effort consumers are willing to undertake in the search for product information.

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Results showed that 20% of consumers accessed additional information about the [products] when offered a clickable web link. When offered a QR code, only 1% accessed the information. However, this number jumped to over 50% when a QR scanning device was provided instead of consumers having to use their own mobile device …. [S]tores may want to provide free QR devices.

[University of Delaware economist Kent Messer said:] “[W]hen consumers are offered information via QR codes, many of them may not access it on a regular basis, if at all.”

Read full, original article: TO SCAN OR NOT TO SCAN

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