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The increasing integration of emerging technologies, including Artificial Intelligence (AI), Virtual Reality (VR), Social Media Analytics (SMA), and Big Data, into the food sector presents novel opportunities to overcome these limitations. This systematic review, conducted in accordance with the Preferred Reporting Items for Systematic Reviews and Meta\u2010Analyses (PRISMA) guidelines, identified 628 records, out of which 159 eligible articles were included. These examine how technological innovations contribute to understanding food trends and consumption preferences, as well as consumer attitude towards these technologies. The findings reveal the considerable potential of big data, SMA, and transactional analytics to provide large\u2010scale, diverse, and real\u2010time data into consumer behavior. Machine Learning (ML) techniques improve the analysis and interpretation of such complex datasets, enabling high predictive capability and a more precise market segmentation to provide consumers with personalized marketing content. Immersive technologies like VR offer realistic simulations of food purchasing behaviors and adapt to multiple research scenarios, overcoming limitations of traditional research methods. However, most technology\u2010based studies remain primarily quantitative, limiting depth of understanding. Challenges in automated data interpretation, reduced sensory immersion in VR environments, users\u2019 unfamiliarity and data privacy concerns need also to be addressed. Thus, future research should focus on technological advancement, improving usability and establishing ethical frameworks to foster consumer trust, while also integrating qualitative methods too beyond only relying on technology\u2010based outcomes.<\/jats:p>","DOI":"10.1111\/1541-4337.70340","type":"journal-article","created":{"date-parts":[[2025,11,17]],"date-time":"2025-11-17T04:10:13Z","timestamp":1763352613000},"update-policy":"https:\/\/doi.org\/10.1002\/crossmark_policy","source":"Crossref","is-referenced-by-count":5,"title":["Emerging Technologies for Investigating Food Consumer Behavior: A Systematic Review"],"prefix":"10.1111","volume":"24","author":[{"ORCID":"https:\/\/orcid.org\/0009-0000-1500-028X","authenticated-orcid":false,"given":"Kyriaki","family":"Kechri","sequence":"first","affiliation":[{"name":"Department of Agriculture, Crop Production and Rural Environment University of Thessaly  Volos 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