Transforming Online Retail: the impact of augmented and virtual reality on consumer engagement and experience in e-commerce in the context of the Sustainable Development Goals (SDG)

Abstract

Purpose: This study aims to understand how these technologies enhance consumer experiences. The study also explores the role of AR and VR in promoting responsible consumption and sustainable production (SDG 12), reducing waste through better product visualization, and fostering digital inclusivity (SDG 9). Design/Method/Approach: The methodologies analyzed include experimental designs, market analyses, and conceptual frameworks assessing the integration of AR and VR technologies in online retail. Findings: The findings indicate that AR enhances online shopping through features such as virtual try-ons and spatial placement visualization, reducing return rates and increasing purchase confidence. Theoretical Implications: This study contributes to consumer behavior research by applying value perception models, immersive technology frameworks, and engagement metrics to the e-commerce landscape. Practical Implications: The research underscores the strategic importance of integrating AR and VR into digital marketing and e-commerce platforms. It suggests leveraging AR for product categories requiring spatial interaction and VR for high-detail product exploration. The study provides actionable insights for businesses looking to enhance online shopping experiences through immersive technologies while aligning with SDG objectives. Originality/Value: This study offers a comprehensive synthesis of AR and VR applications in e-commerce, highlighting their potential to reshape online shopping. Research Limitations/Future Research: Future research should explore the long-term effects of AR and VR adoption on consumer trust, loyalty, and behavioral changes and also examine the role of these technologies in achieving SDG targets related to responsible consumption and production (SDG 12) and industry innovation (SDG 9).