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Increasing awareness of antimicrobial resistance (AMR) has raised concerns surrounding antimicrobial use (AMU) in food-producing animals and has focused attention towards livestock production free from antibiotic use. As antibiotic-free livestock production proliferates in the UK, there is an increasing need to implement a system, such as the use of a QR code, to provide consumers with reliable antibiotic information while ensuring that animal welfare standards are upheld. Subsequently, this study aims to explore UK consumers’ perceptions and purchase intention towards QR code labelled pork, and to identify determinants of its purchase, incorporating various theoretical constructs from the Theory of Planned Behaviour. Based on results, consumers’ perceptions, perceived control, and attitudes towards QR code labelled pork are the main determinants of purchase intention. QR code labelled pork may offer a suitable alternative to antibiotic-free labelling as it provides consumers with antibiotic information without inadvertently communicating that conventionally produced pork is unsafe.

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Antimicrobial Resistance (AMR) occurs when micro-organisms develop the ability to counteract antimicrobial drugs through previous exposure. The past decade has seen an increased prevalence of AMR bacteria due to widespread antimicrobial use (AMU). A substantial share of antimicrobial consumption is attributed to animal production, particularly within the pig industry as it is recognised to be a high user of antimicrobials. Considerable research has focused on the scientific mechanisms of AMR; however, limited literature exists regarding the perceptions of food producers towards AMR. Four databases; Web of Science, PubMed, ScienceDirect and Google were used to search keywords; ‘UK,’ ‘pork,’ ‘supply’ and ‘chain’ to identify relevant papers. Each paper was inspected to ensure that a pork supply chain was illustrated. Interviews were conducted respectively with professionals working in the pork sector to verify the chain and uncover perceptions towards AMU and AMR. Results verified the accurate mapping of the pork chain, enabling professionals to highlight areas of AMU. Stakeholders perceived antimicrobials as useful for the treatment of diseases however, opinions varied regarding the transfer of AMR to humans and the effects this may have on health. To combat the problem of AMR and high use of antimicrobials within the pig industry, it is necessary to identify the key stages of AMU and to uncover stakeholder perceptions along the pork chain. Results will be verified using surveys and an intervention will be designed to enhance knowledge and understanding of AMR to influence a change in behaviour and thus, positively impact farmers on-farm practices.