Sustainable Choices in a Virtual World: Examining How Virtual Reality (VR) Traceability System Phygital Experiences Enhances Sustainable Consumption in Vietnam

Abstract

The research aims to explore factors influencing VR (Virtual Reality) traceability system experience and how this phygital experience enhances sustainable consumption in Vietnam. Furthermore, the research also examines the moderation of Brand Innovativeness in the relationship between Sustainable Food Quality, Hedonic Value, and Utilitarian Value, along with Purchase Intention and Willingness to Pay a Premium Price for Sustainable Food. We employed a quantitative approach. The PLS-SEM model was used to analyze quantitative data from a sample of 837 respondents from Vietnam collected through an online survey. The findings demonstrate that information authenticity, perceived diagnosticity, entertainment, and perceived enjoyment increase VR traceability system experiences, which further positively influences utilitarian values, hedonic values and quality of sustainable food. While heightened utilitarian values facilitate all two dimensions of sustainable consumption: willingness to pay a premium price for and intention to purchase sustainable food, increased hedonic values only induce the former, and higher quality only leads to the latter. This study is the first to reveal more significant and comprehensive insights into how sustainable consumption is influenced by VR traceability system experience in a phygital setting, which not only benefits scholars from an enriched understanding of the impact of new phygital experience on consumer behaviors but also can help policymakers, businesses and marketers to proactively implement strategic actions to further promote sustainable consumption by applying emerging technologies, contributing to advancing the United Nations' Sustainable Development Goals