How often do you buy groceries for your household?
- Several times per week
- About once per week
- Two to three times per month
- About once per month or less
- I rarely or never buy groceries
Who mainly decides which groceries to buy in your household?
- I am the primary decision-maker
- We decide equally
- Someone else is the primary decision-maker
In the last 3 months, where have you looked for information about where a food product came from? Select all that apply.
- Origin or country-of-origin label on the package
- QR code on the package
- Brand website
- Retailer’s app or website
- Third-party certification labels (e.g., Fairtrade, USDA Organic)
- In-store signage or shelf tags
- Social media (e.g., brand posts or influencers)
- None of these
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
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 | • | • | • | • | • |
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
In your usual store over the last 3 months, how clear were origin labels?
Scale: 11 (star)
Min: Very unclearMax: Very clear
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
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
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
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
Allocate 100 points across the benefits to reflect their importance when you buy food.
Total must equal 100
Min per option: 0Whole numbers only
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
Quality check: To confirm you’re paying attention, please select “Agree.”
What is your age?
- 18–24
- 25–34
- 35–44
- 45–54
- 55–64
- 65+
- Prefer not to say
What is your gender?
- Woman
- Man
- Non-binary
- Prefer not to say
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
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
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
How many people live in your household, including you?
Accepts a numeric value
Whole numbers only
Is there anything else you’d like to share about how you evaluate food origin or transparency when shopping?
Max 600 chars
AI Interview: 2 Follow-up Questions on Food Origin and Transparency
AI InterviewLength: 2Personality: [Object Object]Mode: Fast Thank you for your time—your feedback helps us improve how origin and transparency information is provided.