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Virtual reality, real intentionsconsumers' evaluation of product packaging in immersive environments /

Record Type:	Electronic resources : Monograph/item
Title/Author:	Virtual reality, real intentionsby Generoso Branca.
Reminder of title:	consumers' evaluation of product packaging in immersive environments /
Author:	Branca, Generoso.
Published:	Cham :Springer Nature Switzerland :2025.
Description:	xv, 118 p. :ill., digital ;24 cm.
Contained By:	Springer Nature eBook
Subject:	PackagingComputer simulation.
Online resource:	https://doi.org/10.1007/978-3-032-10142-6
ISBN:	9783032101426$q(electronic bk.)

Virtual reality, real intentionsconsumers' evaluation of product packaging in immersive environments /
Branca, Generoso.

Virtual reality, real intentionsconsumers' evaluation of product packaging in immersive environments /[electronic resource] :by Generoso Branca. - Cham :Springer Nature Switzerland :2025. - xv, 118 p. :ill., digital ;24 cm. - International series in advanced management studies,2366-8822. - International series in advanced management studies..

1. Introduction -- 2. Virtual Reality in marketing: consumer and product research -- 3. Packaging design, sustainability and the consumer perspective -- 4. Research design and methodology -- 5. Preliminary study and main experiments procedure -- 6. Study 1 - Consumers' response to structural cues -- 7. Study 2 - Consumers' response to haptic cues -- 8. Study 3 - Consumers' response to visual cues -- 9. Discussions, implications and limitations of the research -- 10. Conclusions.

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.

ISBN: 9783032101426$q(electronic bk.)

Standard No.: 10.1007/978-3-032-10142-6doiSubjects--Topical Terms:

1005394
Packaging
--Computer simulation.

LC Class. No.: TS195.2

Dewey Class. No.: 688.8

Virtual reality, real intentionsconsumers' evaluation of product packaging in immersive environments /
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