The impact of illuminance level, correlated colour temperature and viewing background on the purchase intention for bread and cakes

•High illuminance levels promote the purchase intention for both bread and cakes.•Bread and cakes are more appealing under low and high CCTs, respectively.•Wood-like background increases the purchase intention for bread under 3300 K.•Surprisingly, hunger status does not significantly affect the purchase intention.•For bread, male observers prefer wood-like background over white background.