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

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  • Joerß, Tom
  • Hoffmann, Stefan
  • Mai, Robert
  • Akbar, Payam

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.

Suggested Citation

  • Joerß, Tom & Hoffmann, Stefan & Mai, Robert & Akbar, Payam, 2021. "Digitalization as solution to environmental problems? When users rely on augmented reality-recommendation agents," Journal of Business Research, Elsevier, vol. 128(C), pages 510-523.
  • Handle: RePEc:eee:jbrese:v:128:y:2021:i:c:p:510-523
    DOI: 10.1016/j.jbusres.2021.02.019
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    Cited by:

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    2. Wu, Xingli & Liao, Huchang, 2023. "Value-driven preference disaggregation analysis for uncertain preference information," Omega, Elsevier, vol. 115(C).
    3. Essossinam Ali & Hodabalo Bataka & Kwami Ossadzifo Wonyra & Nadège Essossolim Awade & Nèmè Nalèwazou Braly, 2024. "Global value chains participation and environmental pollution in developing countries: Does digitalization matter?," Journal of International Development, John Wiley & Sons, Ltd., vol. 36(1), pages 451-478, January.
    4. Sandra Maria Correia Loureiro & Jorge Nascimento, 2021. "Shaping a View on the Influence of Technologies on Sustainable Tourism," Sustainability, MDPI, vol. 13(22), pages 1-18, November.
    5. Poushneh, Atieh, 2021. "How close do we feel to virtual product to make a purchase decision? Impact of perceived proximity to virtual product and temporal purchase intention," Journal of Retailing and Consumer Services, Elsevier, vol. 63(C).
    6. Hoffmann, Stefan & Lasarov, Wassili & Reimers, Hanna, 2022. "Carbon footprint tracking apps. What drives consumers' adoption intention?," Technology in Society, Elsevier, vol. 69(C).
    7. Peiyan Zhou & Shuya Zhou & Ming Zhang & Shujuan Miao, 2022. "Executive Overconfidence, Digital Transformation and Environmental Innovation: The Role of Moderated Mediator," IJERPH, MDPI, vol. 19(10), pages 1-28, May.

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