Exploring the Impact of Virtual Reality Advertising on Sustainable Purchase Intention: An VR-experimental Study
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2023-07-10
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en
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Green marketing is getting more important every day to create a sustainable future. In order for sustainable businesses to grow and make a positive sustainable impact it is necessary to stand out. New possibilities arise for sustainable businesses to promote their products and escape the clutter created by the vast number of advertisements on social media platforms. With the introduction of virtual reality (VR) innovations, an option to improve online customer experience and escape the clutter is provided by displaying 360-degree VR social advertisements. It engages the user’s senses in a virtual customer experience (CX) to create purchase intention. This research creates a deeper understanding of the VR customer experience and the effect of the level of immersion (HMD vs Mobile) on the purchase intention in a green marketing context. An experimental lab study with a custom-made 360-degree advertisement tested the conceptual framework. Results showed that the level of immersion does not significantly influence the purchase intention. However, it creates a significantly higher feeling of presence, leading to a higher emotional engagement, significantly affecting purchase intention. By empirically assessing this phenomenon, this research contributes to understanding the VR CX and the effect of the level of immersion on purchase intention in a green marketing context. Furthermore, it provides managers of sustainable companies with insights into the implementation of an effective 360-degree advertisement in their green marketing strategy and escaping the advertisement clutter.
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Faculteit der Managementwetenschappen