Mixed Reality Eye-Tracking: Advancing Behavioral Insights for Sustainable Choices
On November 28, 2024, Dr. Nikos D. Tantaroudas from ICCS – NTUA presented the study “A Mixed Reality Eye-Tracking Study on Visual Influences in Dietary Choices” at EuroXR 2024 in Athens, Greece. This research demonstrates CHOICE’s dedication to leveraging advanced tools and behavioral insights to promote sustainable food consumption and climate-conscious behaviors.
The study aligns closely with CHOICE’s mission of fostering sustainable food systems. By combining traditional questionnaires with cutting-edge Mixed Reality (MR) and eye-tracking technologies, the research explored how visual attention influences food preferences, sustainability awareness, and environmental considerations. Key findings highlighted demographic differences, gaze patterns among dietary groups, and MR’s potential for personalized education on sustainable diets.
During the presentation, Dr. Tantaroudas emphasized the transformative potential of MR technologies in shaping behavioral change and sustainability awareness. The study featured immersive MR scenarios showcasing food options, with real-time eye-tracking to capture gaze data. This approach exemplifies CHOICE’s strategy to employ digital enablers in raising awareness about the environmental impact of food choices.
Research highlights
- Behavioral Insights: Gaze patterns showed distinct preferences linked to dietary groups, with vegetarians focusing more on plant-based options while carnivores gravitated toward meat-heavy items. These findings underline the role of visual stimuli in shaping dietary decisions.
- Sustainability Awareness: Incorporating environmental metrics, such as carbon emissions and water footprints, into MR environments provided participants with tangible insights into the ecological impacts of their choices.
- Educational Applications: The study demonstrated MR’s potential as a personalized educational tool, empowering consumers with actionable knowledge to make climate-conscious decisions.
About EuroXR2024
Held from November 27-29, 2024, EuroXR2024 brought together leading professionals, researchers, and policymakers from over 200 organizations to explore advancements in Virtual, Augmented, and Mixed Reality. Co-organized by the CHOICE project coordinator, ICCS – NTUA, the event provided an ideal platform for sharing groundbreaking research, including CHOICE’s advancements in behavioral science and immersive technologies.
Conference Material
Learn more about this groundbreaking research by accessing the presentation materials:
- Download the presentation here
Stay tuned for more updates as CHOICE continues to innovate and inspire climate-conscious food systems through technology and behavioral science.
