Table 1 Socio-demographic details and characteristics of the total study sample according to question completion related to QR code one or QR code two.

		Total	QR code 1	QR code 2
		n = 1000	n = 495	n = 505
		%	%	%
Gender	Male	49	51	47
	Female	51	49	53
Age	18–24 years	12	11	13
	25–34 years	17	17	17
	35–44 years	18	17	19
	45–54 years	18	17	18
	55–64 years	15	16	14
	65+ years	20	22	19
Social class	ABC1¹	51	50	52
	C2DE²	49	50	48
Highest education level	Primary education	1	1	1
	Secondary education (GCSE or equivalent)	21	21	21
	Secondary education (A-levels or equivalent)	16	17	16
	Vocational or technical qualifications (e.g., HND)	22	22	22
	University level	27	27	27
	Postgraduate level	11	10	11
	Doctorate, post-doctorate or equivalent	2	2	2
Occupation	Employed full-time (>30 h per week)	49	49	50
	Employed part-time ≤29 h per week)	14	13	15
	Full-time homemaker	5	6	5
	Unemployed	6	6	6
	Student	5	3	5
	Retired	21	23	19
Marital status	Married	51	52	50
	Single (never married)	27	28	26
	Widowed	3	2	4
	Divorced	5	5	5
	Separated	1	1	1
	Living with partner	13	12	14
Household income	Under £6,999 per annum (less than £135 per week)	2	2	3
	£7,000 - £14,999 per annum (£135 - £290 per week)	10	8	12
	£15,000 – £29,999 per annum (£290 - £580 per week)	27	30	24
	£30,000 – £59,999 per annum (£580 - £1,150 per week)	36	34	37
	£60,000 + per annum (£1,150 per week)	17	18	16
	Not sure	2	2	2
	Prefer not to say	6	6	6
Household size	1	18	18	19
	2	58	57	59
	3	13	15	11
	4	8	8	8
	5+	3	2	3
	0	72	73	70
Number of children under 16 in household	1	15	14	15
	2	10	10	11
	3+	3	3	4
Frequency of pork purchase	Daily	1	1	2
	Several times a week	14	12	15
	Several times a month	64	66	62
	Every few months	21	21	21
Frequency of pork consumption	Daily	1	1	2
	Several times a week	31	32	30
	Several times a month	54	53	55
	Every few months	14	14	13

¹High social class: includes professional, managerial, technical, and skilled non-manual occupations.
²Low social class: includes skilled manual, partly skilled, and unskilled occupations.

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