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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dc.contributor.advisorWetzels, R.
dc.contributor.authorBarten, Floris
dc.date.issued2023-07-10
dc.description.abstractThis 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.
dc.identifier.urihttps://theses.ubn.ru.nl/handle/123456789/16492
dc.language.isoen
dc.thesis.facultyFaculteit der Managementwetenschappen
dc.thesis.specialisationspecialisations::Faculteit der Managementwetenschappen::Master Business Administration::Innovation and Entrepreneurship
dc.thesis.studyprogrammestudyprogrammes::Faculteit der Managementwetenschappen::Master Business Administration
dc.thesis.typeMaster
dc.titleStepping 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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