Conclusions

This chapter concludes the volume by summarizing the results of packaging evaluations in immersive settings. Across three experiments, manipulating structural, haptic, and visual packaging cues, consumer responses in Virtual Reality (VR) are broadly consistent with those in physical reality, with only cue- and outcome-specific minor divergences, supporting VR as a reliable environment for packaging assessment and, increasingly, as a meaningful shopping touchpoint. On the sustainability side, the volume shows that eco-oriented materials and textures choices tend to be favored, while color alone proves a weaker lever in this context. Moreover, VR enables rapid, low-waste prototyping and multi-market testing. This provides actionable guidance to streamline sustainable design decisions in both virtual and physical environments. Overall, the chapter consolidates contributions to marketing, immersive consumer research, and sustainable innovation, and outlines how these insights can inform subsequent scholarly and managerial work.