Digitalization as solution to environmental problems? When users rely on augmented reality-recommendation agents

Tom Joerß, Stefan Hoffmann, Robert Mai and Payam Akbar

Journal of Business Research, 2021, vol. 128, issue C, 510-523

Abstract: This paper examines whether augmented reality-based recommendation agents (AR-RAs) in brick-and-mortar stores can inspire users to consider sustainability in their shopping decisions. The paper suggests a behavioral model covering the conditions under which consumers rely on AR-RA-delivered sustainability information. A shopping experiment with real products and the actual usage of AR-RAs confirms that consumers consider AR-RA-delivered sustainability information in their decision making. The more intensively consumers use AR-RAs, the more likely their shopping basket will include sustainable product options. However, this effect depends on boundary conditions; consumers are particularly prone to rely on AR-RAs for sustainability considerations as their digital device usages increases, but only when they are experienced in shopping sustainably, and if they consider technology to be a solution to environmental issues, a novel concept introduced as the technology-as-solution belief. The paper provides guidance for retailers and directions for future AR research in retailing.

Keywords: Augmented reality; Recommendation agent; Point of sale; Information; Sustainability (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (7)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:128:y:2021:i:c:p:510-523

DOI: 10.1016/j.jbusres.2021.02.019

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