Abstract
ABSTRACT This study explores the impact of AI-generated images on consumer motivation to choose vegetarian restaurants, addressing concerns about food quality, taste, and nutrition. Using Expectancy-Value Theory, two studies are conducted: Study 1 examines the effects of specific types of AI-generated images, and Study 2 investigates the interaction between image type and consumer preference on purchase intention. Results show that taste-driven consumers prefer realistic images, while health-conscious consumers favor hand-drawn ones. This research contributes to understanding AI’s role in marketing by demonstrating how different AI-generated images influence consumer behavior and preferences in the context of vegetarian dining.
Published Version
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