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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.
Produkteigenschaften
- Artikelnummer: 9783032101419
- Medium: Buch
- ISBN: 978-3-032-10141-9
- Verlag: Springer
- Erscheinungstermin: 04.11.2025
- Sprache(n): Englisch
- Auflage: Erscheinungsjahr 2025
- Serie: International Series in Advanced Management Studies
- Produktform: Gebunden, HC runder Rücken kaschiert
- Gewicht: 375 g
- Seiten: 118
- Format (B x H x T): 160 x 241 x 14 mm
- Ausgabetyp: Kein, Unbekannt