Happiness or not? Impacts of multi-stage consumption on the consumer affective response in the use of aesthetic foods

Purpose This 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/approach Data were collected using qualitative interviews and quantitative experimental designs, employing a moderated mediation model for statistical analysis. Findings Consumers 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/value This study introduces the novel concept of “multi-stage consumption” and investigates its origins and outcomes.