Healthy choices with the aid of technology

Abstract

As more people rely on foods prepared outside the home, there is a need to provide consumers with nutrition information so they can make informed choices before ordering a meal at a restaurant. With a qualitative research we explore consumers' concerns about food and nutrition and their potential receptivity to smartphone applications and quick response (QR) codes to acquire nutritional information. Results suggest that individuals are willing to use their smartphones and QR codes as long as restaurants provide accurate and easy to understand nutritional information to guide them in their decisions. We found three different segments of restaurant patrons willing to use QR codes: health-oriented, calorie-oriented and hedonistic consumers. Findings from this study can be used to design social marketing strategies to communicate relevant nutritional information to assist consumers in their decision making and voluntary behaviour change.