Respondents indicated how much more (in pence) they would pay for QR code labelled pork directly through the question: “suppose the price of pork currently available in the supermarket is £2 for 500 g. The price of pork labelled with a QR code embedded with unique antibiotic information will be higher but is not determined yet. How much more would you be willing to pay to purchase 500 g of labelled pork?” Participants chose between the following options: 10p, 20p, 30p, 40p, 50p, 60p, 70p, 80p, 90p, £1, £1.10, £1.20, £1.30, £1.40, £1.50 + , “I would not be willing to pay any extra” and “I would not be willing to buy pork labelled with a QR code”. The price of the traditional pork was based upon the market price of a product sold in September 2019 by one leading UK supermarket.
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