Over years, the field of evaluation of food science has witnessed a meaningful transformation. It evolved from traditional paper-based methods to edge-cutting technologies. Particularly, if we look into Virtual Reality (VR), a new era of sensory evaluation in food science introducing software solutions has taken place, which simultaneously saves the time and resources. [1]
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Before the VR technology came into the market, traditional sensory questionnaires faced challenges related to participant bias. However, the recent years have brought forth a range of innovative tools that aim to mitigate these biases and revolutionize sensory testing in food science. Among all these edge-cutting tools, VR promises a guaranteed solution. It offers the ability to create immersive, controlled environments for sensory evaluation. VR goes beyond conventional methods by allowing participants to interact with stimuli in digital realm as if it were real.
The concept of VR has started applying in the research fields like data visualization, architecture, aviation simulation and even therapy for anxiety and phobia. Virtual Reality has proven to be a game-changer. By offering a high standard and realistic content, VR enables researchers to investigate consumer behaviour in environments akin to real-life situations [2].
In the realm of technological progress, Virtual Reality (VR) applications have found significant traction in fields such as food science and consumer behaviour research. This article delves into a comprehensive analysis of integrating VR technology into the realms of food and consumer behaviour research. The central goal of this review is to provide a thorough examination of VR’s incorporation in these sectors, offering evidence-based insights into its capabilities and constraints. Additionally, this analysis seeks to pinpoint existing gaps in the current body of literature. As the field of sensory evaluation undergoes continuous transformation, the integration of VR emerges as a promising avenue. It has the potential to revolutionize our understanding and interaction with food products, opening new horizons in these domains.
Virtual Reality
The applications of Virtual Reality (VR) technology present a compelling solution to some of the challenges inherent in sensory testing, offering a dynamic and efficient means of conducting research [1]. However, before delving into its application, it’s essential to distinguish between VR and it’s closely relatable part Augmented Reality (AR). VR is a technology where a computer generates an immersive environment mimicking the real world or creating entirely fictional scenarios to engage users. On the other hand, AR blends the real world and computer-generated data. It overlays digital information onto the real world, enhancing our understanding of our surroundings.
In the realm of Food Science, Virtual Reality (VR) emerges as a potent tool [1]. Researchers have posed a significant question concerning the authenticity of VR environments when compared to real-life experiences [1]. Validating VR is crucial, the strong correlation between VR and real-life rankings, even though participants took longer to complete the task in VR environment. VR systems are categorized into three distinct levels of immersion: fully immersive, semi-immersive, and low-immersive (desktop VR) systems [2]. Immersion measures the extent to which a VR system can create an inclusive, vivid and extensive illusion of reality for participants. Immersion is a fundamental aspect of VR’s engagement potential. Different VR designs achieve varying levels of immersion. A completely immersive virtual reality setup, such as a head-mounted display (HMD) or a cave automatic virtual environment (CAVE), provides the broadest visual perspective, effectively detaching participants from their surroundings. Semi-immersive systems, like video wall systems, provide a partially immersive experience, while low-immersive desktop VR systems are displayed on computer screens with limited fields of view. Interactivity, locomotion, the quality of virtual content and the range of sensory modalities influence the inclusiveness, vividness and extensiveness levels of VR systems.
VIRTUAL REALITY IN FOOD TESTING
Intriguing application of VR in food testing revolves around studying the relationship between nutritional content and consumer food choices in VR buffet environment. An experiment was conducted of food selections in a VR buffet and real-world food buffet and in results, VR accurately found reflecting participants choices in terms of calories, grams, carbohydrates and protein. This experiment states that, “VR has a potential to closely mimic real-world food environments, offering a promising tool for studying behavioural factors related to food choices” [1].
Virtual Reality (VR) also finds application in manipulating eating behaviour, with a particular focus on each elderly individual with mobility impairments or those who live alone. Moreover, VR has been employed to explore the effect of virtual environments on consumer perception compared to traditional sensory analysis. In a follow-up study, the same experiment was conducted, this time including a real-life condition. Surprisingly, there were no significant differences between the VR and real-life conditions, demonstrating that VR can provide similar results to traditional sensory studies [1].
Analyzing Consumer Behaviour in Virtual Reality and Real-World Environments
A comparison was conducted between consumer behaviour data collected in Virtual Reality (VR) and Real-Life (RL) settings. This involved studying VR-simulated stores alongside physical stores or picture-simulated stores. The findings consistently revealed that consumer behaviour in VR-simulated stores closely resembled that in physical stores, especially when compared to picture-simulated ones. Additionally, consumer behaviour in VR stores demonstrated significant similarities to real-life behaviour. Research explored comparisons between VR buffets and RL buffets, as well as fake food buffets. These studies uncovered strong correlations in consumer food choices, including kilocalories, grams, carbohydrates and protein content, between VR and RL buffets, as well as between VR and fake food buffets. Intriguingly, participants exhibited comparable brain activity patterns when making food choices in both RL buffets and VR buffets.
However, certain distinctions in the data were observed. Participants tended to spend more time in VR environments than in RL environments. Moreover, one study indicated that consumers purchased more food products in VR-simulated stores compared to RL stores. Interestingly, in VR stores, consumers relied more on external cues such as prices, whereas intrinsic cues like the appearance of food products played a more significant role in physical stores. It’s crucial to note that this specific result was validated only concerning fruits and vegetables.
In conclusion, the integration of Virtual Reality (VR) technology in food science and consumer behaviour research represents a transformative leap forward. It has ushered in an era of sensory evaluation marked by efficiency, immersion and innovation. VR’s unique ability to create controlled, immersive environments has the potential to revolutionize how we study and understand food products.
VR is not just a tool but a gateway to exploring consumer behaviour in dynamic ways. It has expanded beyond traditional sensory evaluation methods, offering researchers a powerful means of engagement. By closely mirroring real-world conditions, VR enables the examination of consumer choices and preferences with unparalleled accuracy.
While challenges such as validation and variations in behaviour persist, the evidence suggests that VR stands as a promising solution for advancing food science. The marriage of technology and sensory analysis has opened new avenues for understanding consumer behaviour and interactions with food products. As the technology continues to evolve, VR holds the promise of further enriching our exploration of this dynamic field.
References:
[1] Gere, A., Bin Zulkarnain, A. H., Szakál, D., Fehér, O., & Kókai, Z. (2021). Virtual reality applications in food science. Current knowledge and prospects. Progress in Agricultural Engineering Sciences, 17(1), 3-14. https://doi.org/10.1556/446.2021.00015
[2] Xu, C., Siegrist, M., & Hartmann, C. (2021). The application of virtual reality in food consumer behavior research: A systematic review. Trends in Food Science & Technology, 116, 533-544. https://doi.org/10.1016/j.tifs.2021.07.015
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