How often have you scanned QR codes on food packages in the last 3 months?
Multiple times per week
About weekly
A few times per month
Once in the last 3 months
Not in the last 3 months
Q5
Matrix
How much do you trust each source for product origin information today?
Rows
Do not trust
Slightly trust
Neutral
Mostly trust
Completely trust
Origin stated on the package
•
•
•
•
•
Third-party certification seal
•
•
•
•
•
Traceability QR code
•
•
•
•
•
Retailer’s product page
•
•
•
•
•
Brand’s website
•
•
•
•
•
Independent reviews or articles
•
•
•
•
•
Q6
Opinion Scale
When buying groceries in the last 3 months, how important was clear information about a product’s origin?
Range: 1 – 10
Min: Not importantMid: NeutralMax: Very important
Q7
Rating
In your usual store over the last 3 months, how clear were origin labels?
Scale: 11 (star)
Min: Very unclearMax: Very clear
Q8
Ranking
Rank the product journey details you most want to see. Put the most important at the top.
Drag to order (top = most important)
Where it was grown or raised
Processing or packing facility location
Harvest or production date
Transportation distance or route
Certification or animal welfare standards
Batch or lot number
Q9
Multiple Choice
If product-level traceability were easy to access in-store, what would you do? Select up to 3.
Switch to brands with clearer traceability
Pay a bit more for those products
Buy those products more often
Share or recommend to others
Ignore it; it wouldn’t affect me
I would need to try it first in-store
Q10
Multiple Choice
What, if anything, makes you less likely to check provenance information today? Select all that apply.
I don’t know where to find it
I don’t trust the information
It takes too much time
It’s not relevant to me
It’s hard to understand
Privacy or data use concerns
I don’t have a smartphone handy
Q11
Multiple Choice
Would you pay more for products with verified, tamper-evident provenance data (e.g., third-party verified digital traceability)?
No, I would not pay extra
Yes, up to 5% more
Yes, 6–10% more
Yes, 11–20% more
Yes, more than 20%
Not sure
Q12
Constant Sum
Allocate 100 points across the benefits to reflect their importance when you buy food.
Total must equal 100
Min per option: 0Whole numbers only
Q13
Numeric
In a typical month, what percent of your grocery spend goes to products labeled with origin information? Enter 0–100.
Accepts a numeric value
Whole numbers only
Q14
Multiple Choice
Quality check: To confirm you’re paying attention, please select “Agree.”
Agree
Disagree
Q15
Multiple Choice
What is your age?
18–24
25–34
35–44
45–54
55–64
65+
Prefer not to say
Q16
Multiple Choice
What is your gender?
Woman
Man
Non-binary
Prefer not to say
Q17
Dropdown
Where do you currently live?
United States
Canada
United Kingdom
European Union
Australia or New Zealand
Latin America
Middle East or North Africa
Sub-Saharan Africa
East Asia
South Asia
Q18
Multiple Choice
What is the highest level of education you have completed?
High school or less
Some college or associate degree
Bachelor’s degree
Master’s degree
Doctorate or professional degree
Trade/technical/vocational training
Prefer not to say
Q19
Multiple Choice
What is your current employment status?
Employed full-time
Employed part-time
Self-employed
Homemaker or caregiver
Student
Unemployed and looking
Unemployed and not looking
Retired
Prefer not to say
Q20
Numeric
How many people live in your household, including you?
Accepts a numeric value
Whole numbers only
Q21
Long Text
Is there anything else you’d like to share about how you evaluate food origin or transparency when shopping?
Max 600 chars
Q22
AI Interview
AI Interview: 2 Follow-up Questions on Food Origin and Transparency
AI InterviewLength: 2Personality: [Object Object]Mode: Fast
Q23
Chat Message
Thank you for your time—your feedback helps us improve how origin and transparency information is provided.
Frequently Asked Questions
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