The application of virtual reality in food consumer behavior research: A systematic review
Chengyan Xu, Michael Siegrist, Christina Hartmann
Abstract
The development of virtual reality (VR) technology has the potential to provide enormous opportunities for food and consumer behavior research to further explore current research methodologies and establish new ones. VR is different from the environment we experience in daily life. Therefore, the extent to which VR can be applied in food consumer behavior research needs to be assessed on the basis of the evidence provided by the studies that have employed VR. To better understand VR technology and its potential applications and limitations in food and consumer behavior research, we conducted a systematic review of the literature on VR in food and consumer behavior research. The applications of VR addressed in the articles were extracted. The validity of VR for food and consumer behavior research was analyzed. VR has been used to build complex and realistic contextual environments for conducting food sensory evaluation research. VR was also used as a substitute (e.g., a VR buffet and supermarket) to real life settings for investigating consumers' purchasing behavior and food choices. Virtual food and food-related cues were used to induce psychological and physiological responses in consumers. The results supported the validity of VR as a tool for investigating consumers’ behavior toward food.