Discussions, Implications, and Limitations of the Research

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.