Digital innovation and automation of business processes using quick response code: advancing the means-end chain theory

Purpose The purpose of the research is to investigate customer shopping behaviour for Italian market, extra virgin olive oil (EVOO) using the quick response (QR) code. The study uses means-end chain (MEC) theory to explore the connections between product attributes, personal values and consumer preferences. Design/methodology/approach The theory of means-end chain helps to uncover the underlying reasons why consumers choose specific products by examining the links between tangibles. There is a conceptual model developed with the help of MEC. The conceptual framework comprises product information and marketing communication, which constitute the sensory and non-sensory aspects of consumption behaviour, and it is empirically tested by CB-SEM technique. QR code usefulness and loyalty are treated as mediators to evaluate shopping behaviour to purchase EVOO. Findings The study has used MEC theory and has extended this theory. This study found that there is a profound impact of technology (QR code) on the buying behaviour of EVOO for the Italian customers. This study has also found that product information and product communication play a critical role towards shopping behaviour of Italian consumers regarding EVOO related products. Research limitations/implications Innovation and technology adoption, especially the use of QR codes in understanding product features, has been an attractive area for research exploration. This could include details about the product’s origin, production methods and nutritional information. Such technology and innovation can change the business process management landscape of food-product distribution process. Not many studies are available which examine customers’ interest and shopping behaviour using QR codes, especially in the context of EVOO. Thus, this research study has a profound impact on the Italian and other European market. Originality/value In the Italian market, EVOO is more than just a product, it is a symbol of tradition, quality and cultural heritage. EVOO is not just a condiment, it is an essential ingredient that contributes to the overall flavour of dishes. This study explores the usage of QR code for EVOO related products. This is a unique study as there are a very few research studies available in this area of business process management and technology usage related to EVOO products. Moreover, this research study adds values to the body of literature of business process management, technology usage, innovation and food technology. Thus, this study is unique and adds value to the existing literature.