How do different VR communication channels affect environmental literacy and purchase intention for sustainable goods?”

Abstract

Cause-Marketing gives businesses the opportunity to present their sustainability efforts to their customers in a sincere manner. However, amid rising competition, it becomes increasingly difficult for businesses to differentiate themselves. Head-mounted displays offer a new immersive viewing experience for consumers. This study analyzes the potential chance of VR communication channels, especially HMD, to enhance environmental literacy and purchase intention. The research utilizes a one-factor, between-subject design. A total of 66 participants were divided into a test group and a control group based on the communication channel they experienced. The test group utilized an HMD (Oculus Go) while the control group utilized a mobile device (iPhone X), to watch a 360-degree video of a cause-marketing campaign. Businesses can enhance consumer engagement by creating immersive experiences using HMDs in their social campaigns. Incorporating VR communication channels in their cause-marketing efforts can help those campaigns to stand out and be effective. This study examines the effectiveness of VR communication channels on cause-marketing campaigns and gives insights on the impact these communication channels have on environmental literacy and purchase intention