An XR eye-tracking investigation on the assessment of existing food habits

The work detailed in this paper is part of the development of a systematic approach to understanding human preferences and decision-making through the use of eye-tracking technology in extended reality (XR) settings. The present work aspires to better understanding of citizens’ food consumption habits, revealing the factors influencing choices and drivers that could facilitate changes in behaviour in an inclusive manner towards healthy and sustainable food consumption practices. Participants are equipped with video see-through headsets and are presented with a variety food consumption scenarios. Eyetracking data are collected and compared against detailed questionnaires on eating habits presented directly within the XR environment. Participants’ focus on specific food options is evaluated by examining key metrics related to eye gaze such as direction, duration and frequency. The evaluation showcases the use of eye tracking to reveal preferences and biases of immersed audience that may not be captured by traditional methods focusing only on questionnaires and interviews highlighting its importance for areas such as climate change, health, nutrition and advertising that are often influenced by intangible factors. Preliminary results suggest a connection between eye gaze metrics and food selections showing influences, from socio-educational backgrounds and demonstrating the value of using XR eyetracking for studying patterns and analyzing consumer behavior.