Exploring the drivers of the intention to scan QR codes for environmentally related information when purchasing clothes

Consumers are becoming more conscious of their environmental impact and are willing to shift their spending habits by selecting sustainable products. Unfortunately, at the moment of purchase, much of the environmentally related information is unavailable. QR codes are a technology able to fill those gaps, but a better understanding of the determinants of the intention to scan QR codes for environmentally related information is needed. In our study, grounding on the Technology Acceptance Model, we built and administered an online survey to more than 5.000 participants to deeper understand the variables that affect consumers’ propensity to scan QR codes to be informed about the environmental sustainability characteristics of clothing. The data obtained from the questionnaires were examined using a structural equation model to test five hypotheses. Our results demonstrate that consumers’ attitudes to scanning QR codes are likely to be positively impacted by the perceived simplicity of using QR codes and the perceived value of the environmentally related information they give. In turn, attitudes positively influence the behavioral intention to get environmentally related information when buying clothes. Several theoretical and managerial considerations are proposed and discussed with relevant research in this field.