Informing food choices with mobile augmented reality: A field experiment on food affordances, functionality, and sustainability

Growing consumer interest in health-conscious and environmentally sustainable practices has underscored the need for innovative tools to support informed decision-making in food consumption. This study explores the potential of mobile Augmented Reality (AR) technology in enhancing consumer awareness of food sustainability, functionality, affordances, and its influence on behavioral change. We conducted a field experiment in a real-world supermarket setting, where participants used a mobile AR application to scan food items and access detailed information on their functional, sustainable, and affordances. The study employed a combination of interviews, questionnaires, and user experience evaluations to assess the system’s impact. Results indicate that the mobile AR system received a high usability rating (84.60) and a strong perceived ease of use score (4.42), reflecting a positive user experience. Participants demonstrated a high level of comprehension regarding the information presented, and notably, all expressed an intention to modify their dietary habits based on their interaction with the app. These findings highlight mobile AR’s potential to educate consumers and drive positive behavioral shifts toward more sustainable and informed food choices.