Virtual Reality, Real Intentions: Consumers’ Evaluation of Product Packaging in Immersive Environments (International Series in Advanced Management Studies)

By: Generoso Branca

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Synopsis: 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.

Book Quality:: Publisher Quality
ISBN-13:: 9783032101426
Related ISBNs:: 9783032101419
Publisher:: Springer Nature Switzerland
Date of Addition:: 11/03/25
Copyrighted By:: The Editor
Adult content:: No
Language:: English
Has Image Descriptions:: No
Categories:: Nonfiction, Art and Architecture, Computers and Internet, Business and Finance
Submitted By:: Bookshare Staff
Usage Restrictions:: This is a copyrighted book.