Pumpkin as a conceptual element in shaping consumer experience in thematic restaurant establishments

Abstract

The influence of emotional, cognitive, and sensory components on consumer perception has been substantiated. Special attention is given to the use of pumpkin as an innovative raw material, which strengthens product value, supports sustainability concepts, and contributes to brand identity formation. The results confirm that a coherent and well-developed concept increases customer loyalty and improves the competitive positioning of restaurant establishments.