Authors: Dr. K. Suganthi, Assistant Professor Mrs. P. Nisha, S. Abinaya, T. Sathiyavani, S. Thahaseen Sameeha, P. Nisha
Abstract: Traditional rice varieties of Tamil Nadu, such as Seeraga Samba, Karuppu Kavuni and Mappillai Samba, are experiencing renewed consumer demand, yet buyers find it hard to verify whether the rice sold under these names is authentic, and farmers rarely capture the premium that consumers are prepared to pay. This study examines the role of quick response (QR) code–based traceability, relative to brand trust and product awareness, in explaining consumers’ willingness to pay (WTP) a premium for traditional rice. A cross-sectional online survey was administered to 51 urban and semi-urban rice consumers in Tamil Nadu in September 2026. Five-point Likert constructs for awareness, trust in branding, QR acceptance and WTP were reliable (Cronbach’s α = 0.66–0.91). Spearman correlations showed that all constructs were positively related to WTP, with QR acceptance the strongest (ρ = 0.61). In a multiple regression explaining 60% of the variance in WTP, QR acceptance was the only significant predictor (β = 0.70, p < 0.001), while trust in branding (β = 0.00) and awareness (β = 0.10) were not significant once QR acceptance was controlled. The result was retained when 18 uniform-response cases were excluded (β = 0.66, p = 0.002). Half of the respondents (51%) were willing to pay a premium, most commonly up to 20% above the price of ordinary rice. The findings suggest that verifiable, scannable proof of origin may matter more than brand identity alone in converting positive attitudes into premium-price intention. Given the small, non-probability sample, the results are indicative and should be validated with larger samples and real-purchase data.
