Impact of Health and Sustainability Messages in Immersive Virtual Environments on Consumer Choices

This chapter examines the current understanding of the impact of highly immersive virtual reality (IVR) on key determinants of healthy and sustainable food choices, as well as actual food choice behavior. It explores the unique affordances of IVR in the context of influencing behavior change, how these leverage intervention approaches, and how they shape food choice. The chapter assesses the literature on the effects of health and sustainability messages delivered through IVR, with particular attention to the current state of evidence, thereby providing an important overview of both the potential and limitations of this emerging technology in promoting positive dietary change.