Understanding consumer behaviour of greenhouse products
Added on 05 June 2023
Consumers visually assessed tomatoes using different methodologies: In-home use test with physical product, 2D images, virtual reality and 360-degree video. Using new technologies, such as virtual reality and 360-degree videos for visual product testing is promising, but is still resulting in lower liking and purchase intention scores compared to classic CLT.
Consumers were invited for online shopping (in-home use testing using 2D images) and offline shopping (central location test with physical product). Visual liking and purchase intention was lower for the online shopping setting compared to the offline shopping setting.