Can Augmented Reality (AR) enhance how restaurants present Farm-to-Table information? The role of cognitive absorption, learning gains, and brand image congruence

This study examines whether disclosing Farm-to-Table (FTT) information through an Augmented Reality (AR) menu increases customers' information sharing intentions and visit intentions. Study 1, using a single-factor, three-group experiment in a local restaurant setting, demonstrated that AR was more effective at disclosing FTT information and enhancing customers' behavioral intentions. This effect was mediated by cognitive absorption and perceived learning gains. Study 2, using a 2 × 2 experimental design in a chain restaurant setting, found that AR FTT disclosure significantly improved the perceived healthiness of the brands. The results also showed that AR was more effective in enhancing FTT disclosure for brands with a high level of healthy image congruency, highlighting the moderating role of brand image. These findings offer valuable theoretical and practical insights into the restaurant industry.