Augmented and virtual reality effects on social responsibility in retail. (30th August 2022)

• Record Type: Journal Article
• Authors: Wenzel, Kaylyn; Copeland, Lauren
• Is Part Of: International journal of electronic marketing and retailing. Volume 13:Number 4(2022)
• Page Start: 425
• Page End: 442
• Publication Date: 2022-08-30
• Subjects: social responsibility -- augmented and virtual reality -- consumer behaviour -- Gen Z; Telemarketing -- Periodicals; Internet marketing -- Periodicals; Electronic commerce -- Periodicals; 658.872
• Languages: English
• ISSNs: 1741-1025

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.