Impact of Augmented Reality on Behavioral Intention of Consumers towards Green Products in Retail Store

Abstract

This research examines the effect of Augmented Reality (AR) on consumer behavior towards green products in retail contexts using the Technology Acceptance Model (TAM) to investigate the relationships among AR interaction (I-AR), attitude (ATT), price (PR), and behavioral intention (BIUG). With the AR capabilities of Snapchat and a quantitative study approach, data were collected with a questionnaire survey using a 5-point Likert scale and analyzed with Smart PLS software. Findings indicate that AR has a positive effect on consumer attitudes towards green products, thereby increasing purchase probability, with price acting as a moderator that amplifies the effect of AR on behavioral intention at elevated prices. The research concludes that AR successfully resolves the information deficiency in retail environments, providing digital augmentations of physical products and enabling enhanced decision-making and interaction with sustainability-focused products. Companies can leverage AR to establish a competitive advantage, enhance customer experience, and induce environmentally friendly buying behavior. Geographic limitations and reliance on self-reported measures may compromise generalizability of the results, necessitating future studies with heterogeneous consumer groups and longitudinal approaches.