 Consumer perceptions and purchase behavior toward imperfect fruits and vegetables in an immersive virtual reality grocery storeCindy Lombart, Elena Millan, Jean-Marie Normand, Adrien Verhulst, Labbé-Pinlon, Blandine and Guillaume Moreau Journal of Retailing and Consumer Services, 2019, vol. 48, issue C, 28-40 Abstract: This study investigates the effects of fruits and vegetables (FaVs) abnormality on consumer perceptions and purchasing behavior. For the purposes of this study, a virtual grocery store was created with a fresh FaVs section, where 142 participants became immersed using an Oculus Rift DK2 Head-Mounted Display (HMD) software. Participants were presented either “normal†, “slightly†misshapen, “moderately†misshapen or “severely†misshapen†FaVs. The study findings indicate that shoppers tend to purchase a similar number of FaVs whatever their level of deformity. However, perceptions of the appearance and quality of the FaVs depend on the degree of abnormality. “Moderately†misshapen FaVs are perceived as significantly better than those that are “heavily†misshapen but also “slightly†misshapen (except for the appearance of fruits). Keywords: Consumer perceptions; Purchase behavior; Imperfect fruits and vegetables; Food waste; Virtual reality grocery store; Immersive VR shopping experience; Experimental design (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:48:y:2019:i:c:p:28-40 DOI: 10.1016/j.jretconser.2019.01.010 Access Statistics for this article Journal of Retailing and Consumer Services is currently edited by Harry Timmermans More articles in Journal of Retailing and Consumer Services from Elsevier |
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