Immersive AR could shift consumer habits and cut surplus food waste

Urban food waste has become a global sustainability concern, particularly in dense metropolitan environments where perishable goods, especially baked items, frequently remain unsold. The study situates Macau as a representative case, reflecting the broader trend of high-volume surplus in bakery operations across many cities. Similar patterns appear worldwide, where evening discount practices have proven insufficient to eliminate daily waste.

Cities around the world are witnessing a surge in food waste driven by dense urban living, high-volume retail activity and increasingly digital consumer habits.  A new paper highlights augmented reality (AR) as a promising mechanism for promoting sustainable food practices, revealing how immersive systems may reshape consumption patterns when supported by strong information design and user-centered interfaces.

The study, titled “From Awareness to Action: Using Immersive Augmented Reality to Promote Sustainable Food Practices,” published in Sustainability, examines the potential of augmented reality to motivate consumers toward environmentally responsible purchases. The research evaluates how AR-supported applications function in real consumption settings, using Macau as a case example to investigate behavioral responses, system usability and the barriers that limit widespread adoption.

AR tools gain ground as cities search for digital solutions to food waste

Urban food waste has become a global sustainability concern, particularly in dense metropolitan environments where perishable goods, especially baked items, frequently remain unsold. The study situates Macau as a representative case, reflecting the broader trend of high-volume surplus in bakery operations across many cities. Similar patterns appear worldwide, where evening discount practices have proven insufficient to eliminate daily waste.

In view of this development, researchers tested whether immersive AR features could encourage more sustainable purchasing. Their prototype system, Haan Food, allows users to explore surplus goods through detailed 3D visualizations, real-time inventory displays and integrated environmental information. By elevating surplus products through immersive digital presentation rather than traditional listing formats, the system is designed to increase perceived value and consumer engagement.

The study evaluates this concept using the Technology Acceptance Model, a widely used framework for measuring how system design influences attitudes and behavioral intentions. Surveying 163 participants, the authors examined how system quality, information quality, playfulness, usefulness and ease of use interact to shape adoption potential.

The results offer valuable insight for cities seeking scalable digital solutions. Immersive tools appear capable of raising awareness and enhancing the user experience, but their long-term influence depends heavily on design decisions and broader consumer ecosystems. The authors emphasize that while AR can enrich engagement, it must function as part of a larger sustainability strategy rather than a standalone intervention.

System quality and information design prove critical for user acceptance

One of the clearest messages from the study is that usability determines whether immersive sustainability tools gain traction among the public. Across the global literature, user acceptance of digital platforms depends on intuitive design, stable system performance and seamless navigation. The Macau case confirms this trend. When system quality was high, users reported greater ease of use, an essential factor for reaching diverse populations, including older consumers and those less familiar with digital interfaces.

Information quality emerged as another decisive factor. Participants responded positively when nutritional data, environmental indicators and surplus inventories were presented clearly and accurately. High-quality information increased perceived usefulness, shaping more favorable attitudes toward sustainable purchasing through AR-enabled features. This aligns with global research showing that digital sustainability tools succeed when they offer clear, actionable and relevant data.

Playfulness, an attribute often promoted in immersive design, was found to strengthen user attitudes but not directly influence purchase intention. This suggests that while interactivity can enhance engagement, it cannot substitute for strong functional performance or reliable information. For many users, especially those skeptical of new technology, entertainment elements must be balanced with efficiency and clarity.

The researchers also observed certain demographic challenges. Older adults found cluttered interfaces difficult to navigate, indicating that accessibility must be prioritized in future system iterations. Younger users expressed interest in expanded features such as user reviews and broader bakery participation, suggesting that adoption also depends on ecosystem reach.

These findings reinforce that AR initiatives must prioritize inclusivity, accuracy and simplicity if they are to support sustainability outcomes at scale.

Immersive technology shows promise, but broader infrastructure and engagement must support it

AR technology offers a potential pathway for encouraging more informed and environmentally conscious consumer choices. The ability to visualize environmental impact, track real-time surplus and understand nutritional content through immersive overlays may hold global relevance as cities push toward sustainability targets and circular economy models.

Yet the study cautions that technological promise does not guarantee behavioral change. Consumers remain influenced by habit, convenience and availability. AR tools can enhance awareness, but they must be supported by reliable inventory systems, retailer participation, and strong communication strategies that position surplus goods as desirable rather than discounted leftovers.

Digital literacy also shapes adoption potential. Without training and user-friendly interfaces, immersive systems risk excluding key demographic groups, limiting their overall impact. Policymakers must account for varied digital competencies when introducing AR-based sustainability programs.

The authors propose several future directions. Integrating virtual or mixed reality experiences could deepen environmental awareness by visually linking food choices to their ecological consequences. Adding review functions, loyalty rewards or personalized sustainability tips may strengthen long-term engagement. Expanding data coverage, particularly across more retailers, would increase relevance and credibility.