Virtual, augmented, and mixed reality as a versatile tool in food consumer behavior evaluation: Recent advances in aroma, taste, and texture incorporation

• Published in: Comprehensive reviews in food science and food safety Vol. 22; no. 6; pp. 4925 - 4956
• Main Authors: Bhavadharini, B, Monica, V, Anbarasan, R, Mahendran, R
• Format: Journal Article
• Language: English
• Published: Chicago Wiley Subscription Services, Inc 01.11.2023
• Subjects: Aroma; Computer applications; Consumer behavior; Consumers; Food; Food selection; Immersion
• ISSN: 1541-4337; 1541-4337
• DOI: 10.1111/1541-4337.13248

Abstract The perceptual behavior of consumers on a product displayed in the market has a vital role in analyzing the importance given to that product. Therefore, various strategies have been developed to understand this consumer behavior in the selection of products. Immersive technologies like virtual, augmented, and mixed reality are among them. With the foremost feature of immersion in the virtual world and interaction of users with virtual objects, virtual reality, and augmented reality have unlocked their potential in research and a user‐friendly tool for analyzing consumer behavior. In addition to these technologies, mixed reality also has a significant role in investigating consumer behavior. Studies on immersive technologies in food applications are vast, hence this review focuses on the applications of virtual, augmented, and mixed reality in the food selection behavior of consumers. The behavioral studies are elicited to develop new products based on consumer needs, to understand the shopping behavior in supermarkets for real‐time usage, and to know the influence of emotions in a selection of products. The findings suggest that virtual, augmented, and mixed reality induce immersion of the users in food selection behavioral studies. Information on the technological advancements in the tools used for bringing immersion and interaction are discussed for its futuristic applications in food. Though immersive technology gives users a realistic virtual environment experience, its application in food systems is in the budding stage. More research on human response studies would contribute to its innovative and inevitable application in the future.