Robots allow for indulgence: how service robots impact consumers’ unhealthy food choices

Purpose This study aims to explore the impact and mechanism of service robots in restaurants on consumers’ unhealthy food choices. Design/methodology/approach Four experiments based on restaurant scenarios verify the impact of robot services on consumers’ unhealthy food choices. The study also explored the mechanism and boundary conditions of this effect. Findings Consumers tend to choose unhealthy food when robots (vs humans) provide ordering services. This effect occurs because consumers perceive robots as having lower social presence, and are less concerned about appearing a good impression with robots. This effect is moderated by consumers’ lay beliefs about food choice. Besides, human-like robots can help reduce unhealthy food choices to levels comparable to human servers. Practical implications The findings offer practical guidance for restaurants to select appropriate service providers based on the healthfulness of the food they offer and their own business type. Policymakers can help suppress unhealthy food choices by promoting the use of human-like robots. Originality/value This research enhances understanding of how service robots influence food choices, contributing to studies on human–robot interaction, impression management, anthropomorphism and food choice.