Virtual Reality, Real Intentions

Consumers' Evaluation of Product Packaging in Immersive Environments
Erscheinungsjahr 2025
ISBN: 978-3-032-10141-9
Verlag: Springer

Buch, Englisch, 118 Seiten, Format (B × H): 160 mm x 241 mm, Gewicht: 375 g

Reihe: International Series in Advanced Management Studies

This book investigates how consumers evaluate product packaging in Virtual Reality (VR) compared to Physical Reality (PR). It explores whether immersive environments can elicit responses similar to real-world settings, focusing on packaging’s structural, haptic, and visual cues. Through a cue-based approach and empirical studies perceived sustainability, willingness to pay, purchase intention, and more. The volume bridges packaging design, sustainability, and , offering actionable insights for researchers and professionals in marketing, product development, and digital innovation. It positions VR as a valid tool for packaging evaluation , contributing to both academic discourse and practical applications in prototyping and sustainable design.

Zielgruppe

Research

Autoren/Hrsg.

Branca, Generoso

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Management Forschung & Entwicklung (F&E), Innovation
• Mathematik | Informatik EDV | Informatik Angewandte Informatik Wirtschaftsinformatik
• Geisteswissenschaften Design Produktdesign, Industriedesign
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing
• Wirtschaftswissenschaften Betriebswirtschaft Wirtschaftsinformatik, SAP, IT-Management

Inhaltsverzeichnis

1. Introduction.- 2. Virtual Reality in marketing: consumer and product research.- 3. Packaging design, sustainability and the consumer perspective.- 4. Research design and methodology.- 5. Preliminary study and main experiments procedure.- 6. Study 1 – Consumers’ response to structural cues.- 7. Study 2 – Consumers’ response to haptic cues.- 8. Study 3 – Consumers’ response to visual cues.- 9. Discussions, implications and limitations of the research.- 10.  Conclusions.

Über Autor(innen)

Generoso Branca is a  Researcher in the Department of Marketing at Bocconi University, Italy, and a Fellow in Marketing Management at SDA Bocconi School of Management, Italy, where he is also a member of the Channel & Retail Lab. He holds a Ph.D. from the University of Sannio, Italy, along with a Doctor Europaeus Certificate. His research interests include consumer behavior, sustainability, diversity and inclusion in the marketplace, and immersive technologies. He has published in international peer-reviewed journals such as Psychology & Marketing, and has received distinctions including second place for the Best Doctoral Thesis SIM-BNL Award 2023  Best Reviewer Award 2023  from the Italian Journal of Marketing. He teaches courses in marketing, channel marketing, trade marketing, channel management, and sustainability.