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Producing responsibly

Tijdens de HAS Food Experience 2021 voert Marjo Baeten gesprekken over verantwoord produceren; de ontwikkeling en productie van duurzaam voedsel, bij voorbeeld op het gebied van verpakkingen, biodiversiteit, voedselverspilling.

Consuming for tomorrow

Tijdens de HAS Food Experience 2021 voert Marjo Baeten gesprekken over het aspecten die verband houden met consumenten, levensstijlen en behoeften, maar ook met de consumptie en het genot van duurzame en gezonde voeding.

Immersive sustainable food experience design.

Moral food lab: Transforming the food system with crowd-sourced ethics

Moral food lab: Transforming the food system with crowd-sourced ethics

Designing immersive sustainable food experiences in augmented reality: a consumer participatory co-creation approach

In light of the current debate on the impact of our current food system on climate changeand related mitigation strategies, addressing the acceptance of sustainability aspects within consumerbehavioral issues is of vital importance. However, the field remains mute on how those strategies canbe designed and employed effectively to stimulate sustainable food consumption behavior. Immersivenarrative design is a promising approach to engaging consumers in this context. Within this study, weshed light on how to create immersive, impactful, interactive narratives in augmented reality (AR)together with consumers. We propose a novel approach to how those stories can be planned, utilizingparticipatory design methods. Within a step-wise process, we develop the storyboard together withconsumers. In the next step, we evaluate multiple approaches with AR application developers onhow this storyline can be enhanced in AR considering the perspective of various stakeholders likedevelopers, behavioral scientists, and consumers. Finally, we propose a conceptual framework for howimmersive narratives can be designed and validated in a collaborative, multidimensional approachfor impactful AR narrative content designs to stimulate sustainable food behavior for consumers.

Overcoming consumer scepticism toward food labels: the role of multisensory experience

More and more information labels appear on the front of food packages, increasing the complexity of consumer decision-making and enhancing consumer scepticism toward food labels. It is important to evaluate the efficacy of information communicated to consumers. The experimental study among 209 Dutch consumers compared the effect of health and hedonic labels on consumer scepticism toward the labels and consumer responses to food products (apple juice and a chocolate cookie) under three presentation conditions (visual, visual-tactile and multisensory). The results demonstrated that consumers were more sceptical toward the hedonic label than toward the health label. The influence of consumer scepticism on product experience, product evaluation and purchase intention varied for different product categories. For a hedonic product (a chocolate cookie), the hedonic label had a more positive effect on consumer responses compared to the health label. The results also showed that the multisensory presentation reduced scepticism and enhanced product evaluation for the hedonic product compared to the visual and tactile presentations. The results suggest that multisensory experience may alter consumer scepticism toward food labels and thus product evaluation and consumer choice. Our findings can be useful for food manufacturers and policy makers in evaluating the efficacy of food labels and information presented on food packages.