Using Augmented Reality Technology to Promote Green Products Purchase Through Enhancing Perceived Consumer Effectiveness

This study investigates the influence of Augmented Reality (AR) on promoting green product purchases by enhancing perceived consumer effectiveness (PCE) through a field experiment. By comparing AR product presentations with traditional video presentations, we demonstrate that AR significantly boosts purchase intention for green products because it may make sustainability messages more impactful. Interactivity is a core feature of AR and plays an important role in shaping purchasing decisions. It helps consumers feel that their actions have a direct and meaningful impact on the environment. PCE partially mediates the effects of both AR and interactivity on purchase intention, reinforcing the connection between consumers' beliefs in their ability to contribute positively to the environment. These findings underscore AR's potential as a powerful tool in green marketing and offer valuable insights into how technology can drive green consumption.