Designing Immersive Sustainable Food Experiences in Augmented Reality: A Consumer Participatory Co-Creation Approach

Han, Dai‐In Danny; Silva, Sílvia Gabriela Abreu e; Schröder, Kay; Melissen, Frans; Haggis-Burridge, M

doi:10.3390/foods11223646

Cited by 4 publications

(4 citation statements)

References 26 publications

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“…The findings of this study show that customer sensory experience services have a significantly negative effect on customer co-creation behavior. Surprisingly, previous studies have recognized experience as a crucial building block for positively fostering customer behavioral responses, such as co-creation behavior or engagement behavior with a company or product producer (Spena et al, 2012;Han et al, 2022). However, the results of the current study were not consistent with this prior research that indicated customer experience directly influenced building customer co-creation to provide feedback or their experience to the company or producer.…”

Section: Discussioncontrasting

confidence: 99%

“…For example, the meat was not yet on the market, which makes its story a bit unrelatable. However, the meat may be good for the future (Han et al, 2022). In addition, we considered the customer experience to be a customer perception of meat that was unclear regarding taste and smell between the market chicken meat and the healthy chicken meat (i.e., the KKU1 Premium Chicken).…”

Section: Discussionmentioning

confidence: 99%

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Examining the effect of consumer experience on co-creation and loyalty for healthy meat consumption

Meeprom

Jaratmetakul²,

Boonkum³

2023

Front. Sustain. Food Syst.

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IntroductionThe eating behavior of consumers throughout the world is changing rapidly due to increasing recognition of healthy food consumption. This study attempted to examine the role of perceived experience consumption responses in the context of healthy food consumption. In archiving the objectives of the study, this research investigates the relationship among the perception of customer sensory experience, customer co-creation, and customer loyalty (e.g., spreading positive word of mouth and recommending the food) of KKU1 premium chicken. This study also examines the moderating role of health consciousness in consumers' decision-making processes.MethodsA purposive sampling survey of 487 customers who had consumed healthy chicken meat products, namely, KKU1 premium chicken in Thailand were collected. Multi-group analyses of the consumption experience (e.g., first-time and repurchase consumers) were examined. A structural equation model (SEM) was used to test the proposed hypotheses.ResultsThe study found that customer co-creation has a significant positive effect on customer loyalty. In addition, the relationship between customer sensory experience and customer co-creation was moderated by health consciousness. This suggests that sensory experiences and health conscious customers are more prone to indulge in co-creation behavior. Moreover, there are different levels of customer co-creation behavior and loyalty among different prior consumption experiences.DiscussionBased on these findings, including the contingency role of health consciousness in consumers' decision-making processes can be more effectiveness. These findings can provide an important reference for the producer of a healthy food-marketing strategy.

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Section: Discussioncontrasting

confidence: 99%

Section: Discussionmentioning

confidence: 99%

Examining the effect of consumer experience on co-creation and loyalty for healthy meat consumption

Meeprom

Jaratmetakul²,

Boonkum³

2023

Front. Sustain. Food Syst.

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“…Studies on AR and consumer interaction have mostly been carried out in the following areas: the attractiveness of AR applications for consumers (Grzegorczyk et al, 2019;Scholz & Smith, 2016), the effect of AR applications on consumer behavior (De Amorim et al, 2022;Hassan et al, 2018;Lavoye et al, 2021;Mocanu, 2016;Smink et al, 2022), segmenting consumer attitudes towards AR (Romano et al, 2022), consumer AR systems (Azuma, 2019;Stoyanova et al, 2013), AR ads and consumer engagement (Han et al, 2022;Martin, 2019;Saleem et al, 2022), mobile AR adoption in a consumer context (Aw et al, 2023;Chen et al, 2022;Paulo et al, 2018), use of AR in consumer marketing (Wedel et al, 2020), use of AR during the COVID-19 pandemic period (Medina-Robalino et al, 2022;Riar et al, 2022), and use of AR in online retailing (Fan et al, 2020;Schmidt et al, 2022).…”

Section: Literature Review Phygital Marketing and Ar Applicationsmentioning

confidence: 99%

Consumer Involvement in Augmented Reality Applications in the Context of Phygital Marketing Communications

Çakirkaya,

Koçyiğit

2024

CMUJASR

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Augmented reality (AR) refers to the integration of the real world with digital information. This article studies the relationship between consumer involvement in AR applications, in the context of phygital marketing communications, and consumer purchasing decision involvement. Online surveys were conducted with 420 retail customers using the purposeful sampling method, a non-probability sampling type. In the analysis of the data, descriptive statistics, correlation analysis and multiple linear regression analysis were performed using a statistical package program. We found that there is a moderate and significant relationship between the “perception towards the brand” independent variable, which is a sub-dimension of consumer involvement in AR applications, and the purchasing decision involvement dependent variable (r = 0.538; P = 0). On the other hand, we found no significant relationship between the “hedonic value” independent variable, also a sub-dimension of consumer involvement in AR applications, and the purchasing decision involvement dependent variable (P > 0.05). Keywords: Phygital marketing, Augmented reality, Consumer involvement, Purchasing decision involvement

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“…Overall, historical narratives have a direct influence on purchase trends. Consumer reviews, immersive experiences, and government asset purchases are examples of how historical narratives can shape consumer perceptions, emotions, and decision-making processes (Laer et al, 2018;Han et al, 2022;Fieldhouse et al, 2017). Understanding the impact of historical narratives on consumer behavior is crucial for marketers and policymakers to effectively engage consumers and drive purchase trends.…”

Section: Online Grocery Shopping Trends In Pakistanmentioning

confidence: 99%

The Interplay of History and Modern Trade: A Review on How Historical Narratives Shape Consumer Perceptions and Purchase Decisions

Ikwue,

Ezinwa Nwankwo,

Louis Eyo-Udo

et al. 2023

Econ.grwth.environ.sust

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The intricate interplay between historical narratives and modern commerce offers a rich tapestry of insights into consumer behavior, brand identity, and market dynamics. This paper delves into the profound impact of historical narratives on shaping contemporary trade, emphasizing their role in crafting brand stories, influencing consumer perceptions, and driving purchase decisions. In an era characterized by rapid technological advancements and shifting socio-cultural landscapes, historical narratives serve as a bridge, connecting brands with their audiences and fostering a sense of authenticity and trust. However, the commercial appropriation of these narratives is fraught with challenges. Brands face the risk of misrepresentation, oversimplification, or even commodification of historical events and figures, leading to potential backlash and reputational damage. The paper underscores the need for brands to approach historical narratives with caution, ensuring accuracy, sensitivity, and respect for diverse perspectives. Furthermore, new technologies, such as virtual reality, offer brands unprecedented opportunities to craft immersive experiences, allowing consumers to delve deep into historical timelines and narratives. Yet, with these opportunities come significant responsibilities. The paper concludes with a call to action for businesses to recognize the ongoing importance of understanding and respecting historical narratives. It emphasizes the need for ethical use, urging brands to invest in research, engage with historians, and consult diverse stakeholders to ensure their use of history is both impactful and respectful. In essence, the paper offers a comprehensive exploration of the confluence of history and modern trade, highlighting its challenges, opportunities, and responsibilities.

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Designing Immersive Sustainable Food Experiences in Augmented Reality: A Consumer Participatory Co-Creation Approach

Cited by 4 publications

References 26 publications

Examining the effect of consumer experience on co-creation and loyalty for healthy meat consumption

Examining the effect of consumer experience on co-creation and loyalty for healthy meat consumption

Consumer Involvement in Augmented Reality Applications in the Context of Phygital Marketing Communications

The Interplay of History and Modern Trade: A Review on How Historical Narratives Shape Consumer Perceptions and Purchase Decisions

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