A study on the use of an immersive Virtual Reality store to investigate consumer perceptions and purchase behavior toward non-standard fruits and vegetables - Archive ouverte HAL Access content directly
Conference Papers Year : 2017

A study on the use of an immersive Virtual Reality store to investigate consumer perceptions and purchase behavior toward non-standard fruits and vegetables

Abstract

In this paper we present an immersive virtual reality user study aimed at investigating how customers perceive and if they would purchase non standard (i.e. misshaped) fruits and vegetables (FaVs) in supermarkets and hypermarkets. Indeed, food waste is a major issue for the retail sector and a recent trend is to reduce it by selling non-standard goods. An important question for retailers relates to the FaVs' " level of abnormality " that consumers would agree to buy. However, this question cannot be tackled using " classical " marketing techniques that perform user studies within real shops since fresh produce such as FaVs tend to rot rapidly preventing studies to be repeatable or to be run for a long time. In order to overcome those limitations, we created a virtual grocery store with a fresh FaVs section where 142 participants were immersed using an Oculus Rift DK2 HMD. Participants were presented either " normal " , " slightly misshaped " , " misshaped " or " severely misshaped " FaVs. Results show that participants tend to purchase a similar number of FaVs whatever their deformity. Nevertheless participants' perceptions of the quality of the FaV depend on the level of abnormality.
Fichier principal
Vignette du fichier
REVISED-VR17-FAV.pdf (4.79 Mo) Télécharger le fichier
Origin : Files produced by the author(s)
Loading...

Dates and versions

hal-01619314 , version 1 (19-10-2017)

Identifiers

Cite

Adrien Verhulst, Jean-Marie Normand, Cindy Lombart, Guillaume Moreau. A study on the use of an immersive Virtual Reality store to investigate consumer perceptions and purchase behavior toward non-standard fruits and vegetables. IEEE Virtual Reality, Mar 2017, Los Angeles, United States. pp.55 - 63, ⟨10.1109/VR.2017.7892231⟩. ⟨hal-01619314⟩
926 View
938 Download

Altmetric

Share

Gmail Facebook Twitter LinkedIn More