Considering the application of a mixed reality context and consumer segmentation when evaluating emotional response to tea break snacks

From Food Industry 4.0 to Food Industry 5.0: Identifying technological enablers and potential future applications in the food sector

Although several food-related fields have yet to fully grasp the speed and breadth of the fourth industrial revolution (also known as Industry 4.0), growing literature from other sectors shows that Industry 5.0 (referring to the fifth industrial revolution) is already underway. Food Industry 4.0 has been characterized by the fusion of physical, digital, and biological advances in food science and technology, whereas future Food Industry 5.0 could be seen as a more holistic, multidisciplinary, and multidimensional approach. This review will focus on identifying potential enabling technologies of Industry 5.0 that could be harnessed to shape the future of food in the coming years. We will review the state-of-the-art studies on the use of innovative technologies in various food and agriculture applications over the last 5 years. In addition, opportunities and challenges will be highlighted, and future directions and conclusions will be drawn. Preliminary evidence suggests that Industry 5.0 is the outcome of an evolutionary process and not of a revolution, as is often claimed. Our results show that regenerative and/or conversational artificial intelligence, the Internet of Everything, miniaturized and nanosensors, 4D printing and beyond, cobots and advanced drones, edge computing, redactable blockchain, metaverse and immersive techniques, cyber-physical systems, digital twins, and sixth-generation wireless and beyond are likely to be among the main driving technologies of Food Industry 5.0. Although the framework, vision, and value of Industry 5.0 are becoming popular research topics in various academic and industrial fields, the agri-food sector has just started to embrace some aspects and dimensions of Industry 5.0.

Enhancing consumer sensory science approach through augmented virtuality

Augmented Virtuality (AV) is a concept that merges components of Augmented Reality (AR) and Virtual Reality (VR), incorporating real elements into a virtual environment. This review analyses the influence of AV technology on sensory science and consumer behaviour, with the potential to improve product evaluation through sensory analysis. The objective is to develop immersive sensory environments that closely resemble real-world scenarios, offering accurate insights into consumer perceptions and preferences. Participants will be able to observe genuine food products within the virtual environment. Through the utilization of a multidisciplinary approach, the analysis explores the point at which technology and human senses intersect, revealing new and unique understandings of decision-making processes. This enhances comprehension of consumer choices and behaviour in virtual environments, providing practical uses for industries navigating the ever-changing nature of augmented virtuality. This review demonstrates that the integration of AV elements in sensory science can have a substantial influence.

Sensory Analysis Performed within Augmented Virtuality System: Impact on Hedonic Scores, Engagement, and Presence Level

Sensory analysis methodologies are performed in sensory booths designed to minimise external stimuli, lacking ecological validity. Immersive environments are used to introduce contextual cues, but there is a lack of studies using mixed reality systems. The main goal of this study was to evaluate an augmented virtuality (AV) system where participants are inserted into a virtual environment and evaluate a real product, being able to interact with both dimensions. A panel of 102 consumers evaluated five samples of commercial peach nectars in three sessions, each in a different environment: public food court, living room (AV environments), and laboratory (traditional sensory booth). Consumers rated overall liking, followed by open comments, and also answered an Engagement (EQ) and a Presence Questionnaire (PQ). The type of environment only affected hedonic discrimination among samples, with the laboratory setting being the only one with sample discrimination. Nonetheless, each sample was not evaluated differently across the different environments. Concerning engagement, the environment only significantly influenced the EQ's 'Affective Value' factor, being higher when using an AV system. The level of presence in the virtual environment was significantly higher in the public food court, being significantly correlated with the EQ factor scores.

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

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.

Investigating the relative merits of using a mixed reality context for measuring affective response and predicting tea break snack choice

Sensory evaluation for the investigation of food consumption is often conducted in a controlled laboratory environment, which does not reflect consumption behaviour in real world. Here, we compared the effect of consumption setting (traditional sensory booth, mixed reality projection café, and a café) on consumer affective responses, and to investigate the effectiveness of using Microsoft HoloLens technology, an Augmented Mixed Reality device, as an ecologically valid alternative to natural consumption eating for sensory evaluation. Participant [(n = 120): 86 females/34 males, aged 18-65 years] affective response (overall liking, attribute liking, emotional response, and snack choice) towards two commercially available tea break snacks (caramel slice and chocolate digestive biscuit) was assessed in three different consumption settings using a balanced crossover design. There were no significant differences for most affective ratings between data obtained from the HoloLens evoked café and real café (p ≥ 0.10), suggesting that mixed reality could provide an ecologically valid context for consumer research. However, response differences were observed between these two contexts and the sensory booths. For example, interested, joy, enthusiastic emotion terms were rated slightly higher in the evoked café in comparison to the booth context and slightly higher emotional engagement was observed for joy in the café compared to the booths (all p < .10). This study highlights key considerations for deciding where consumer testing should be conducted and the importance of using a combination of overall liking, attribute liking and emotional response to obtain data representative of real-world environments in consumer studies.

Effects of Game Situation-Dependent Emotions on Sport Spectators' Food Craving

This study sought to challenge prevalent accounts of emotional eating by exploring the effects of situation-dependent emotions on consumers’ food craving. Four specific game situations in the context of spectator sports, each corresponding to the four types of emotional coping (outcome-desire conflict, avoidance, fulfillment, and pursuit), were identified as follows: decisive victories, decisive losses, close victories, and close losses. By employing laboratory-based virtual reality spectatorship, Study 1 tested the causal effects of happiness (fulfillment), anger (conflict), sadness (conflict), fear (avoidance), and hope (pursuit) on food craving. Study 2 further designed fans’ previous association between emotions and eating as a moderating mechanism in the context of online sport viewership. The results of the two experiments supported the three theoretical principles of eating behavior, including the “food as fuel” principle of anger, the hedonic eating principle of happiness, and the self-regulation principle of hope. However, the results rejected the escape awareness principle of sadness and fear. The study concludes with a discussion of context-dependent emotional positioning and intervention strategies for marketers and policy makers.

A narrative review of the impact of digital immersive technology on affective and sensory responses during product testing in digital eating contexts

The environments and/or contexts typically used to determine consumer affective and sensory responses have been questioned for their ecological validity. However, conducting consumer testing in real-life scenarios is costly, logistically complex, and hard to standardise between participants due to a lack of control over external cues and product preparation. Immersive environments, representative of product consumption contexts, may provide more ecologically valid data. Recently, digital immersion technologies have been proposed to contextualise consumer studies whilst maintaining experimental control. This narrative review summarised published consumer studies including digital immersion in addition to traditional sensory booths and/or a real-life immersive contexts in their study design, to measure the impact of these contexts on liking, emotional response and intensity of sensory attributes. The findings suggest that emotional response ratings are more comparable to real-life, and that consumer engagement and reliability increases, when testing is conducted using digital immersive techniques compared to traditional sensory booths. Therefore, digital immersive techniques look promising to improve ecological validity of consumer testing, but further development and research is required.

Exploring the Effects of Immersive Virtual Reality Environments on Sensory Perception of Beef Steaks and Chocolate

Virtual reality (VR) technology is emerging as a tool for simulating different eating environments to better understand consumer sensory response to food. This research explored the impact of different environmental contexts on participants' hedonic ratings of two different food products: beef steaks, and milk chocolate, using VR as the context-enhancing technology. Two separate studies were conducted. For beef, two different contextual conditions were compared: traditional sensory booths and a VR restaurant. For chocolate, data were generated under three different contextual conditions: traditional sensory booths, VR Irish countryside; VR busy city (Dublin, Ireland). All VR experiences were 360-degree video based. Consumer level of engagement in the different contextual settings was also investigated. The results showed that VR had a significant effect on participants' hedonic responses to the food products. Beef was rated significantly higher in terms of liking for all sensory attributes when consumed in the VR restaurant. While for chocolate, the VR countryside context generated significantly higher hedonic scores for flavour and overall liking in comparison to the sensory booth. Taken together, both studies demonstrate how specific contextual settings can impact participants' sensory response to food products, when compared to a traditional sensory laboratory condition.

Mapping the Market Segments for the Consumers of Greek Cooperative Food Products

The purpose of this study was to illustrate and understand how consumers of cooperative food products could be segmented in the region of Western Greece. For this purpose, a questionnaire survey was undertaken involving almost 500 consumers in the selected region. Consumers were segmented on the basis of their consumption of cooperative products and in association with their attributes and beliefs regarding cooperatives’ products. Τhe performed cluster analysis grouped participants into four distinct groups with different characteristics and perceptions regarding cooperatives’ products. The consumer groups were called “skeptics”, “cooperative”, “passively sensitive”, and “indifferent”. According to the results, in general, participants considered cooperative food products as a safe choice with excellent value for money and contributing to the local society, economy, and sustainability. Segmentation could allow agricultural cooperatives to focus only on those segments of consumers that are willing to pay for cooperative products by allocating all available resources in serving them. The results of this research, even with its limitations, can help directors and marketing executives of agricultural cooperatives to better understand that operating in a specific market could be more effective when targeted at specific segments to help not only the viability of agricultural cooperatives but also their economic development and growth.