Title: Augmented and virtual reality effects on social responsibility in retail

Authors: Kaylyn Wenzel; Lauren Copeland

Addresses: Kent State University, 800 E Summit St., Kent, OH 44240, USA ' Kent State University, 800 E Summit St., Kent, OH 44240, USA

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.

Keywords: social responsibility; augmented and virtual reality; consumer behaviour; Gen Z.

DOI: 10.1504/IJEMR.2022.125590

International Journal of Electronic Marketing and Retailing, 2022 Vol.13 No.4, pp.425 - 442

Received: 01 Feb 2021
Accepted: 14 Apr 2021

Published online: 16 Sep 2022 *

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