The research project aims to investigate the role of Farm and Territory labels and certifications in consumers’ choice of wine. To this end, an immersive virtual reality experiment will be carried out in which a group of subjects, recruited from students attending the University of Siena, will have to make wine purchases inside a virtual supermarket. The wines displayed on the shelves will have various labels and certifications to evaluate the effect of them. One half of the participants will be informed in advance about labels and pecects of the wines, the other half will not receive any information about them. The assumption is that the information will have a positive effect on purchases. A treatment in which subjects are educated about certifications is also planned to test the effect of the educational content. The experiment will be carried out with Meta Quest Pro helmets that allow eye movement detection.

The project is coordinated by Prof. Lorenzo Zanni and Prof. Alessandro Innocenti and is funded by the PNRR project “National Research Centre forAgricultural Technologies,” theme “Agricultural Technologies (Agritech)” within Spoke 9 coordinated by Prof. Angelo Riccaboni.

Demo