Discussions, Implications, and Limitations of the Research

Generoso Branca ()
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Generoso Branca: Bocconi University

Chapter 9 in Virtual Reality, Real Intentions, 2025, pp 105-115 from Springer

Abstract: Abstract This chapter integrates findings across the three experiments and shows that consumer evaluations of packaging in Virtual Reality (VR) are broadly comparable to those in physical reality, with a few minor cue- and outcome-specific exceptions. It formalizes the research’s contributions: (1) establishing VR as a reliable setting for consumer and product research that yields physical-reality-like attitudinal and intentional outcomes; (2) demonstrating a cue-based methodology using matched VR environment stimuli and physical mock-ups; (3) clarifying the relative weight of cues in shaping perceived sustainability, attitudes, and intentions; and (4) positioning immersive testing as a bridge for more sustainable packaging innovation. Managerially, VR emerges as a decision-support tool for rapid, sustainable prototyping and multi-market testing, informing design and market assessment. The chapter also outlines a research agenda spanning cross-category replications, field and hybrid studies, multisensory interfaces, moderator analyses, and behavioral outcomes. Overall, it positions VR as a valid, practical environment for packaging evaluation and provides actionable directions for advancing immersive consumer research.

Date: 2025
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DOI: 10.1007/978-3-032-10142-6_9

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