Consumer perceptions and purchase behavior toward imperfect fruits and vegetables in an immersive virtual reality grocery store

By Cindy Lombart, Elena Millan, Jean-Marie Normand, Adrien Verhulst, Blandine Labbé-Pinlon, Guillaume Moreau. Journal of Retailing and Consumer Services, 2019

100 citations recorded by the source corpus.

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).

Subfields: Marketing, Sensory Systems, Social Psychology

View Paper: https://www.semanticscholar.org/paper/c12c0ade18f2ceaefa333e5cf33ec9acc8943464