From Awareness to Action: Using Immersive Augmented Reality to Promote Sustainable Food Practices

Food waste is a global issue, and Macau is no exception. Throughout this study, it was found that most local bakeries in Macau employed promotional strategies to reduce surplus bread waste; however, a significant amount of unsold bread was still discarded. Meanwhile, as consumer behavior shifts toward environmental consciousness, technologies such as augmented reality (AR) are reshaping market dynamics. Many apps now incorporate the Sustainable Development Goals (SDGs) to raise consumer awareness. Within this context, this study recorded unsold bread types in real-time for four bakeries in Macau and integrated this information into an app system featuring interactive AR scanning technology to engage users and facilitate operations. Applying the Technology Acceptance Model (TAM), this study surveyed 163 local participants in Macau. Users expressed interest in immersive AR experiences that incorporated entertainment elements, allowing them to quickly search for and purchase surplus bread products, thereby reducing bread waste. However, excessive entertainment features were found to distract users from their purchasing goals, causing operational difficulties. Therefore, integrating AR into a well-structured shopping information system with streamlined operations would be more effective than adding excessive entertainment features. Future enhancements could include the addition of a comment section to facilitate discussion of the role of various virtual interactive systems in explaining surplus food concepts through experience. Emphasis should be placed on integrating sustainable practices into emerging technologies to increase users’ environmental awareness and achieve the Sustainable Development Goals.