A study on the use of an immersive virtual reality store to investigate consumer perceptions and purchase behavior toward non-standard fruits and vegetables

In this paper we present an immersive virtual reality user study aimed at investigating how customers perceive and if they would purchase non-standard (i.e. misshaped) fruits and vegetables (FaVs) in supermarkets and hypermarkets. Indeed, food waste is a major issue for the retail sector and a recen... View More