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Virtual technologies in supporting sustainable consumption: From a single-sensory stimulus to a multi-sensory experience

Author

Listed:
  • Laukkanen, Tommi
  • Xi, Nannan
  • Hallikainen, Heli
  • Ruusunen, Nino
  • Hamari, Juho

Abstract

Virtual technologies will change the way we consume in the digital environment in the future. Such technologies can provide consumers with a multi-sensory experience in contrast to the single-sensory stimulus in the conventional online environment. As human senses play a key role in consumption choices, we argue that virtual technologies provide greater opportunities to influence consumer decisions than the present digital environment. Consequently, we suggest that virtual technologies can potentially be used to nudge consumers towards sustainable consumption. We discuss technology-assisted sensory marketing, present the cognitive and emotive aspects of virtual reality, and propose applications of virtual reality technologies to encourage sustainable consumption. Our opinion paper concludes that virtual technologies are likely to change many aspects of human life and can have significant positive effects on the environment and climate change.

Suggested Citation

  • Laukkanen, Tommi & Xi, Nannan & Hallikainen, Heli & Ruusunen, Nino & Hamari, Juho, 2022. "Virtual technologies in supporting sustainable consumption: From a single-sensory stimulus to a multi-sensory experience," International Journal of Information Management, Elsevier, vol. 63(C).
    • Handle: RePEc:eee:ininma:v:63:y:2022:i:c:s0268401221001481
    DOI: 10.1016/j.ijinfomgt.2021.102455
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    Citations

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    Cited by:

    1. Dwivedi, Yogesh K. & Hughes, Laurie & Kar, Arpan Kumar & Baabdullah, Abdullah M. & Grover, Purva & Abbas, Roba & Andreini, Daniela & Abumoghli, Iyad & Barlette, Yves & Bunker, Deborah & Chandra Kruse,, 2022. "Climate change and COP26: Are digital technologies and information management part of the problem or the solution? An editorial reflection and call to action," International Journal of Information Management, Elsevier, vol. 63(C).
    2. Jafar, Rana Muhammad Sohail & Ahmad, Wasim & Sun, Yanming, 2023. "Unfolding the impacts of metaverse aspects on telepresence, product knowledge, and purchase intentions in the metaverse stores," Technology in Society, Elsevier, vol. 74(C).
    3. Kim, Yunju & Lee, Heejun, 2024. "Consumers’ responses to metaverse ads: The roles of hedonic versus utilitarian appeal and the moderating role of need for touch," Journal of Business Research, Elsevier, vol. 179(C).
    4. Li, Huajun & Lei, Yueqiu & Zhou, Qi & Yuan, Hong, 2023. "Can you sense without being human? Comparing virtual and human influencers endorsement effectiveness," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    5. Li, Bin & Chen, Shuang & Zhou, Qi, 2023. "Empathy with influencers? The impact of the sensory advertising experience on user behavioral responses," Journal of Retailing and Consumer Services, Elsevier, vol. 72(C).
    6. Dessart, Laurence & Standaert, Willem, 2023. "Strategic storytelling in the age of sustainability," Business Horizons, Elsevier, vol. 66(3), pages 371-385.

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