Augmented and virtual reality effects on social responsibility in retail
by Kaylyn Wenzel; Lauren Copeland
International Journal of Electronic Marketing and Retailing (IJEMR), Vol. 13, No. 4, 2022

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.

Online publication date: Fri, 16-Sep-2022

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