The relative impact of health communication conveyed via quick response codes: A conjoint experiment among young thai consumers doing grocery shopping
Peer reviewed, Journal article
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- Scientific articles 
OriginalversjonHealth Marketing Quarterly. Online First 25 Jun 2022 10.1080/07359683.2022.2085460
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 = 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.