HOW? 'OR' WHAT CONSUMERS DO THEY REACT, IN SITUATION OF PURCHASE, IN FRONT OF FRUIT AND MISFORTED VEGETABLES? FIRST RESULTS OF A STORE STUDY VIRTUAL LABORATORY IMMERSIVE

Abstract

This research investigates consumers’ reactions (perceptions and purchasing behavior) in store to misshapen fruits and vegetables. Given its objectives and the specificities of the products studied, it uses a virtual store, coupled with a new technology, the virtual reality headset (Oculus Rift). The results obtained enrich those of the recent pioneering works devoted to the consumption of misshapen fruits and vegetables, which contributes to the reduction of food waste. In particular, they highlight an optimal level of deformation accepted by consumers.