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

Lombart, C., Millan, E. ORCID: https://orcid.org/0000-0002-2421-2855, Normand, J.-M., Verhulst, A., Labbé-Pinlon, B. and Moreau, G. (2019) Consumer perceptions and purchase behavior toward imperfect fruits and vegetables in an immersive virtual reality grocery store. Journal of Retailing and Consumer Services, 48. pp. 28-40. ISSN 0969-6989 doi: 10.1016/j.jretconser.2019.01.010

Abstract/Summary

This study investigates the effects of fruits and vegetables (FaVs) abnormality on consumer perceptions and purchasing behavior. For the purposes of the 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).

Item Type	Article
URI	https://reading-pure-test.eprints-hosting.org/id/eprint/81803
Identification Number/DOI	10.1016/j.jretconser.2019.01.010
Refereed	Yes
Divisions	Life Sciences > School of Agriculture, Policy and Development > Department of Agri-Food Economics & Marketing
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