IDEAS home Printed from https://ideas.repec.org/a/eee/jbrese/v196y2025ics0148296325002267.html
   My bibliography  Save this article

Self-proximity in augmented reality enhances consumer’s responses to green products through anticipated warm glow

Author

Listed:
  • Lavoye, Virginie
  • Petit, Olivia
  • Tarkiainen, Anssi
  • Sipilä, Jenni

Abstract

Encouraging online green purchasing requires overcoming the abstract nature of e-commerce and making the environmental benefits of green products more tangible. Augmented reality (AR) is a promising tool that allows consumers to try on green products virtually, fostering self-proximity—the perception that the augmented self-representation is close to oneself. We explore how and under what conditions AR-enabled self-proximity enhances consumer responses to green products. We find that AR-enabled self-proximity enhances the personal relevance of green products, heightens the anticipated warm glow, and improves consumer responses to green products. AR is particularly effective in promoting green purchasing because it heightens anticipated warm glow, which in turn leads to higher purchase intentions for green products than for generic ones. We highlight the need to carefully design AR experiences that emphasize self-relevance and intrinsic rewards to maximize impact, offer practical recommendations, and suggest avenues for future research in this growing area of study.

Suggested Citation

  • Lavoye, Virginie & Petit, Olivia & Tarkiainen, Anssi & Sipilä, Jenni, 2025. "Self-proximity in augmented reality enhances consumer’s responses to green products through anticipated warm glow," Journal of Business Research, Elsevier, vol. 196(C).
    • Handle: RePEc:eee:jbrese:v:196:y:2025:i:c:s0148296325002267
    DOI: 10.1016/j.jbusres.2025.115403
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0148296325002267
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.jbusres.2025.115403?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:jbrese:v:196:y:2025:i:c:s0148296325002267. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: http://www.elsevier.com/locate/jbusres .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.