Abstract
PurposeThis study examines the influence of Centrality of Visual Product Aesthetics (CVPA) on multi-stage food consumption and emotions under aesthetic disruption, assessing how CVPA affects consumption and whether food aesthetics moderate these behaviours and emotional responses.Design/methodology/approachData were collected using qualitative interviews and quantitative experimental designs, employing a moderated mediation model for statistical analysis.FindingsConsumers with higher CVPA are more likely to adopt multi-stage consumption for higher aesthetic food, generating greater positive emotions, both in personal experiences and when viewing food bloggers' posts.Originality/valueThis study introduces the novel concept of “multi-stage consumption” and investigates its origins and outcomes.
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