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

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  • Lombart, Cindy
  • Millan, Elena
  • Normand, Jean-Marie
  • Verhulst, Adrien
  • Labbé-Pinlon, Blandine
  • Moreau, Guillaume

Abstract

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

Suggested Citation

  • Lombart, Cindy & Millan, Elena & Normand, Jean-Marie & Verhulst, Adrien & Labbé-Pinlon, Blandine & Moreau, Guillaume, 2019. "Consumer perceptions and purchase behavior toward imperfect fruits and vegetables in an immersive virtual reality grocery store," Journal of Retailing and Consumer Services, Elsevier, vol. 48(C), pages 28-40.
    • Handle: RePEc:eee:joreco:v:48:y:2019:i:c:p:28-40
    DOI: 10.1016/j.jretconser.2019.01.010
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    3. Saha, Subrata & Chatterjee, Debajyoti & Sarkar, Biswajit, 2021. "The ramification of dynamic investment on the promotion and preservation technology for inventory management through a modified flower pollination algorithm," Journal of Retailing and Consumer Services, Elsevier, vol. 58(C).
    4. Kalantari, Saleh & Xu, Tong Bill & Govani, Viraj & Mostafavi, Armin, 2022. "Analyzing the effects of storefront window display transparency on perceived store Attractiveness and Approach behavior," Journal of Retailing and Consumer Services, Elsevier, vol. 69(C).
    5. Silva, Emmanuel Sirimal & Bonetti, Francesca, 2021. "Digital humans in fashion: Will consumers interact?," Journal of Retailing and Consumer Services, Elsevier, vol. 60(C).
    6. Gratiela Dana Boca, 2021. "Factors Influencing Consumer Behavior in Sustainable Fruit and Vegetable Consumption in Maramures County, Romania," Sustainability, MDPI, vol. 13(4), pages 1-20, February.
    7. Kim, Gwia & Jin, Byoungho & Shin, Daeun Chloe, 2022. "Virtual reality as a promotion tool for small independent stores," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    8. Alzayat, Ayman & Lee, Seung Hwan (Mark), 2021. "Virtual products as an extension of my body: Exploring hedonic and utilitarian shopping value in a virtual reality retail environment," Journal of Business Research, Elsevier, vol. 130(C), pages 348-363.
    9. Qi, Danyi & Penn, Jerrod & Li, Ran & Roe, Brian E., 2022. "Winning ugly: Profit maximizing marketing strategies for ugly foods," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    10. Chen, Tong & Razzaq, Amar & Qing, Ping & Cao, Binbin, 2021. "Do you bear to reject them? The effect of anthropomorphism on empathy and consumer preference for unattractive produce," Journal of Retailing and Consumer Services, Elsevier, vol. 61(C).
    11. Konrad Biercewicz & Urszula Chrąchol-Barczyk & Jarosław Duda & Małgorzata Wiścicka-Fernando, 2022. "Modern Methods of Sustainable Behaviour Analysis—The Case of Purchasing FMCG," Sustainability, MDPI, vol. 14(20), pages 1-24, October.
    12. Hollebeek, Linda D. & Clark, Moira K. & Andreassen, Tor W. & Sigurdsson, Valdimar & Smith, Dale, 2020. "Virtual reality through the customer journey: Framework and propositions," Journal of Retailing and Consumer Services, Elsevier, vol. 55(C).
    13. Xu, Yang & Jeong, EunHa & Jang, SooCheong (Shawn) & Shao, Xiaolong, 2021. "Would you bring home ugly produce? Motivators and demotivators for ugly food consumption," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).

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