Stepping into a Sustainable Future: What is the effect of Virtual Reality as a communication channel on customer behaviour regarding plastic fast-moving consumer goods?
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2023-07-10
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en
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This research is on the topic of green marketing, Virtual Reality (VR) and consumer behaviour. It examines the effect of VR on influencing consumer behaviour regarding plastic fast-moving consumer goods. For this, an experiment was conducted by comparing the phone condition with the head-mounted-display (HMD) condition. It shows that using an HMD generates a higher level of emotional engagement, which increases purchase intention. The results of this study are relevant because it highlights the opportunities to use VR as a marketing channel to reduce plastic use.
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Faculteit der Managementwetenschappen