The Impact of Virtual Reality Urban Park Environments on the Emotional Sensory Perception of Instant Mangosteen Pulp Powder Drink

Virtual reality (VR) can create and simulate virtual environments to enhance consumer engagement and ecological validity in sensory testing. This study aimed to evaluate the emotional profile and level of consumer acceptance of the impact of sensory testing conducted in a sensory booth and using a VR technology approach to instant mangosteen pulp powder drink products. The VR experience was based on a 360° video recorded at GBK Urban Park in Jakarta, Indonesia. Emotional profiling testing was conducted using the check‐all‐that‐apply (CATA) method and hedonic rating on a sample of instant mangosteen pulp powder drinks (31 consumer panelists), using three different formulas: without flavor (no‐flavor), mangosteen flavor, and melon flavor. Results revealed that the sensory booth tests showed significant differences in the calm attribute, whereas under the VR conditions, tests showed significant differences in the happy and joyful attributes. This showed that the VR condition can influence specific emotional attributes. Sensory testing with VR conditions in an urban park environment yielded a more memorable experience and increased overall liking across all samples compared with conventional testing in the sensory booth. However, the VR condition testing required more effort and introduced additional distractions. The VR conditions in an urban park environment technology approach made a positive contribution by providing a new experience, particularly in influencing emotional changes and creating a more immersive experience.