Lecture Description
This talk explores how a virtual reality (VR) café environment influences specialty coffee consumers’ willingness to pay (WTP), liking and purchase preferences. Coffee is rarely experienced in isolation; the ambience, service style, and surrounding cues all shape how people perceive coffee quality and value. Using immersive VR technology, our research simulated a café context to understand how environmental context can change the choices specialty coffee consumers make in comparison with a neutral environment, even when the coffee itself remains the same. This study further assessed how liking and purchase preferences are affected by environmental context. This research provides insight into how much context truly matters, whether environments influence perceived coffee value and WTP, and how VR can serve as a powerful, cost-effective tool for testing café concepts or product launches before investing in physical spaces.
Date: Sunday, April 12, 2026
Time: 10:00 am - 10:45 am
Location: Room 25AB
Category: Science
Access: This lecture is free to attend with a World of Coffee entry badge. Register to attend World of Coffee here.
Please note that lecture sessions are open on a first-come, first-served basis. Early arrival is highly recommended to secure your seat.
Speakers
Aishwarya Badiger
Postdoctoral Researcher, The Ohio State University
Dr. Aishwarya Badiger is a Postdoctoral Researcher at The Ohio State University and co-founder of Coffea & Company. Her interdisciplinary expertise spans consumer behavior, flavor chemistry, and specialty coffee. She has experience across academic research, the coffee startup space, and green coffee sourcing, where she applies sensory skills to understand consumer behavior around coffee products, sustainability initiatives, and roasters’ perspectives on green coffee value. Her current research examines how context and engagement level with coffee and other products influence decision making. She enjoys sharing her passion by introducing her community to new specialty coffees and advancing industry-science collaboration.