Virtual Reality, Real Intentions
Virtual Reality, Real Intentions: Consumers’ Evaluation of Product Packaging in Immersive Environments
English | 2025 | ISBN: 3032101417 | 126 Pages | PDF EPUB (True) | 8 MB
English | 2025 | ISBN: 3032101417 | 126 Pages | PDF EPUB (True) | 8 MB
This book investigates how consumers evaluate product packaging in Virtual Reality (VR) compared to Physical Reality (PR). It explores whether immersive environments can elicit responses similar to real-world settings, focusing on packaging’s structural, haptic, and visual cues. Through a cue-based approach and empirical studies, it assesses consumers' perceptions, attitudes, and intentions, such as perceived sustainability, willingness to pay, purchase intention, and more. The volume bridges packaging design, sustainability, and consumer behavior in immersive environments, offering actionable insights for researchers and professionals in marketing, product development, and digital innovation. It positions VR as a valid tool for packaging evaluation and testing, contributing to both academic discourse and practical applications in prototyping and sustainable design.