Leveraging the Synergistic Effect of Menu Format and Visual Sensory Cues as a Potential Tool to Direct Consumers' Preferences Toward More Sustainable Options

Abstract

The food industry uses visual sensory attributes of the products to communicate with consumers, both in physical locations and online platforms. Recent technological advancements, particularly interactive digital interfaces, have made visual cues even more influential in food marketing. This study evaluates the synergistic effects of different menu formats and visual sensory cues in shifting consumer preferences toward sustainable food options, addressing the need to reduce greenhouse gas emissions. A traditional Turkish rice pudding was used as a case study. Four sample variants with varying visual textural complexities were prepared by halving the standard portion size and layering it gradually with soft, crispy, crunchy, and airy foods. Using Blender software, two sets of 3D visuals—non-informative (photographs only) and informative (photographs with product information)—were created for control and four variants and placed side by side. These visuals were then transferred to three different menu formats: paper, 2D touch screen, and 3D touch screen. A total of 180 participants evaluated the visuals via the assigned menu formats. Multivariate ANOVA was used to analyze the results. Participants consistently preferred the variant with three textural layers (soft, crispy, and crunchy) over the traditional dessert, regardless of menu formats and experimental conditions (p > 0.05), leading to a reduction in carbon emissions by over 30%. The 2D touch screen slightly increased preference rates and reduced variability compared to other formats. This supports the Variety-Seeking Behavior Theory, Elaboration Likelihood Model, and Cognitive Load Theory, suggesting that this format imposes optimal cognitive load and is the most engaging.