Article2022

Augmented and virtual reality effects on social responsibility in retail

8 citations0/0 files storedInternational Journal of Electronic Marketing and Retailing

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Consumer Retail Behavior Studies Consumer Behavior in Brand Consumption and Identification Augmented Reality Applications

Abstract

The purpose of this research is to understand how knowledge of social responsibility within the apparel industry creates a sense of social responsibility concern, which would lead to purchase intention, while being moderated with the use and perception of virtual reality (VR) and/or augmented reality (AR). An online survey of 214 Gen Z respondents was conducted to understand participants' thoughts and familiarity with AR/VR. Overall, it was found that AR and VR are tools Gen Z is willing to use within their shopping experience, if given more experience with it.

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