Infotainment through VR: when technology facilitates novel food adoption

Matise Schubiger, Daina and Mendini, Monica and Maione, Salvatore and Peter, Paula C. (2023) Infotainment through VR: when technology facilitates novel food adoption. In: XXXIV ISPIM Innovation Conference: Innovation and Circular Economy, 4-7 June 2023, Ljubljana, Slovenia. (In Press)

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Infotainment through VR when technology promotes the adoption of insect-based food_DEF.pdf - Submitted Version

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Digital technologies offer new opportunities in providing consumers with tailored information, which can be pivotal in deciding whether to adopt novel food and accelerate the diffusion. Insect-based food is well known in Asia, but still limitedly adopted in Western countries, however it offers a valid and more sustainable food alternative to traditional meet products. Convincing consumers to adopt insect-based food needs new and more engaging methods; this can be done through new technologies by integrating elements of gamification and infotainment. Engaging and playful ways of providing information about insect-based food is believed to be particularly effective for young consumers who are familiar with new technologies and gamification as they are going to be the customers of the future.

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