International Series in Advanced Management Studies: Consumers’ Evaluation of Product Packaging in Immersive Environments

Branca, Generoso

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, it assesses consumers' perceptions, attitudes, and intentions, such as perceived sustainability, willingness to pay, purchase intention, and more. The volume bridges packaging design, sustainability, and consumer behavior in immersive environments, offering actionable insights for researchers and professionals in marketing, product development, and digital innovation. It positions VR as a valid tool for packaging evaluation and testing, contributing to both academic discourse and practical applications in prototyping and sustainable design.

Details

Published by: Springer

Publication Date: 2025-11-04

Format: Hardcover

ISBN-13: 9783032101419

DOI: 10.1007/978-3-032-10142-6

Dimensions: 235cm x155cm

Pages: 118