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Avoidance to acceptance: augmented reality infographics for low-acceptance sustainable foods
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Abstract
En 中文
This paper investigates the impact of augmented reality (AR) infographics on consumers' learning and behavioral outcomes related to low-acceptance sustainable foods (e.g. plant-based meat) in foodservice settings, with a focus on the mediating roles of absorption and perceived health and environmental benefits. Grounded in the Cognitive Theory of Multimedia Learning, Study 1 found that AR infographics were most effective in enhancing knowledge acquisition and increasing intentions to visit and share information about the foodservice operation, with absorption mediating these effects. Study 2, conducted as a lab experiment, validated the findings of Study 1 and further demonstrated that absorption, along with perceived health and environmental benefits, serially mediated the observed effects. These findings offer valuable implications for marketers and restaurant managers by highlighting the potential of AR infographics to enhance consumer engagement and effectively communicate complex sustainability information related to low-acceptance food products. (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(AR)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic),(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)((sic)(sic)(sic)(sic))(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic),(sic)(sic)(sic)(sic)(sic)(sic)(absorption)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic).(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic),(sic)(sic)(sic)(sic)(sic) 3 x 1 (sic)(sic)(sic)(sic)(sic)(sic),(sic)(sic)(sic)(sic) AR (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic),(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic),(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic).(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic),(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic),(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic).(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic),(sic)(sic) AR (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic),(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic).
Keywords:
Augmented reality infographics
low-acceptance foods
sustainable food consumption
healthy food consumption
augmented reality menus
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