Designing immersive sustainable food experiences in augmented reality: a consumer participatory co-creation approach

Dai-In Danny Han, SG Abreu e Silva, K Schröder, F Melissen, M Haggis-Burridge

Research output: Contribution to journalArticleScientificpeer-review

2 Citations (Scopus)
49 Downloads (Pure)


In light of the current debate on the impact of our current food system on climate change
and related mitigation strategies, addressing the acceptance of sustainability aspects within consumer
behavioral issues is of vital importance. However, the field remains mute on how those strategies can
be designed and employed effectively to stimulate sustainable food consumption behavior. Immersive
narrative design is a promising approach to engaging consumers in this context. Within this study, we
shed light on how to create immersive, impactful, interactive narratives in augmented reality (AR)
together with consumers. We propose a novel approach to how those stories can be planned, utilizing
participatory design methods. Within a step-wise process, we develop the storyboard together with
consumers. In the next step, we evaluate multiple approaches with AR application developers on
how this storyline can be enhanced in AR considering the perspective of various stakeholders like
developers, behavioral scientists, and consumers. Finally, we propose a conceptual framework for how
immersive narratives can be designed and validated in a collaborative, multidimensional approach
for impactful AR narrative content designs to stimulate sustainable food behavior for consumers.
Original languageEnglish
Issue number22
Publication statusPublished - 15 Nov 2022


  • food
  • dining
  • experiences
  • experience lab
  • experience research
  • augmented reality
  • AR
  • sustainability
  • sustainable
  • VR
  • digital
  • restaurants
  • immersion
  • immersive experience


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