Trustworthiness of Organic Produces in Urban Market Innovation through Quick Response (QR) Code

Summary

Considering the risks associated with food consumption, several risk reduction strategies are used by consumers, all linked to brand loyalty, store image or label references that build trust in the product. A food product can be labeled organic if it complies with the principles for organic production, processing, labeling and control. Previous researchers have identified that organic certification logo have significant impact on consumption of organic products in urban markets. Organic logo increases trustworthiness of urban consumers about organic produces. Previous studies further observed that high price has deep connotation with trustworthiness about organic produces and urban buyers have ability to pay high price. The urban buyers though they have ability to pay high price for organic produces, they do not get them from trustworthy sources due to lack of believable information about organic produces. The urban organic consumers mostly come from affluent part of the society who have access to technology and have access to smartphone for available information about sources of organic produces. Quick response code (QR code) is a type of 2D bar code that is used to provide easy access to information using free application with smartphone or QR scanner. The information (authentication code, grower code, name, location, contact number, Facebook URL, production date, expiry date and regulatory authority URL) about authentic organic growers can be embedded on QR code that can track easily at no cost. This paper addresses the model of adopting QR code based labeling mechanism for organic produces that dramatically will improve trustworthiness among organic consumers. This authentication process will eliminate fake organic growers also. The QR code based mechanism may increase brand loyalty, store image and can be used as a tool to replace the traditional organic labeling for urban markets.