Antecedents of QR code acceptance during Covid-19: Towards sustainability




Quick Response (QR) Code, UTAUT2, Technology Acceptance, Covid-19,, Green Self-Efficacy, Sustainability, PLS-SEM


This is an exploratory study of Quick Response (QR) code usage in India in Bangalore city during the Covid-19. QR is a ubiquitous tool extensively used in many developed countries to attract customers through sustainability marketing. The significant penetration among smartphone users in developing countries like India has increased the usage of QR codes for various services like digital information sharing, digital payments, digital shopping, digital coupons, etc. The digital payment method is one of the top 17 agendas of United Nations sustainable development goals. This research paper aims to identify the critical elements of behavioural intention towards QR code acceptance (BIQRA) among Indian smartphone users. This research uses survey data from 432 smartphone users from Bangalore city during COVID-19. This research paper focuses on the knowledge gap of sustainability marketing using QR codes and helps beginners understand how PLS-SEM uses sustainability marketing research. The research finding found increased QR-code usage among the customers during the Covid-19 in Bangalore city.



How to Cite

Damodharan, V. and Ahmed, K. A. . (2022) “Antecedents of QR code acceptance during Covid-19: Towards sustainability”, Transnational Marketing Journal. London, UK, 10(1), pp. 171–199. doi: 10.33182/tmj.v10i1.2289.