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HAN_ Master's Thesis Final Draft_(9)724.08 kB
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Thesis
Exploring the role of Augmented Reality Infographics in enhancing customer values for low-acceptance foods: plant-based meat alternatives
Washington State University
Master of Arts (MA), Washington State University
05/2025
DOI:
https://doi.org/10.7273/000007377
Abstract
Sustainable consumption is receiving more attention as consumer well-being becomes a greater issue, along with rising environmental and health concerns. The lab-based survey, experimental design study examined how augmented reality (AR) combined with infographics, which can be a powerful communication tool, can influence consumers’ behavioral intentions and their perceptions of health and environmental benefits regarding plant-based meat, which is less commonly preferred and accepted over traditional meat by the general public in the United States. Cognitive absorption, flow theory, and dual coding theory were the primary theoretical foundations. The study highlights the role of AR infographics in sustainable communication within a business setting and further explores how consumers engage with AR infographics. The results suggest that AR infographics could be a promising tool for promoting less popular but sustainable foods and that sharing is an important aspect of AR infographics. The study further reveals that cognitive absorption and perceived health benefits play a significant role in mediating the impact of AR infographics.
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Details
- Title
- Exploring the role of Augmented Reality Infographics in enhancing customer values for low-acceptance foods
- Creators
- Jihae Han
- Contributors
- Yoon-Joo Lee (Chair)Wei Peng (Committee Member)Nicole O’Donnell (Committee Member)
- Awarding Institution
- Washington State University
- Academic Unit
- Edward R. Murrow College of Communication
- Theses and Dissertations
- Master of Arts (MA), Washington State University
- Publisher
- Washington State University
- Number of pages
- 60
- Identifiers
- 99901220447601842
- Language
- English
- Resource Type
- Thesis