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

Laukkanen, Tommi; Xi, Nannan; Ruusunen, Nino; Hamari, Juho (2021-11-10)
 
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URI
https://doi.org/10.1016/j.ijinfomgt.2021.102455

Laukkanen, Tommi
Xi, Nannan
Ruusunen, Nino
Hamari, Juho
Elsevier
10.11.2021
doi:10.1016/j.ijinfomgt.2021.102455
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi-fe2021111555192

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vertaisarvioimaton
© 2021 The Authors. Published by Elsevier Ltd. This is an open access article under the CC BY license (http://creativecommons.org/licenses/by/4.0/).
This work has been supported by KAUTE Foundation under Grant No. 20190003 and No. 20200531; OP Ryhmän Tutkimussäätiö ounder Grant No. 20200040, Academy of Finland under Grant No. 311346, Academy of Finland SRC CULT Programme under Grant No. 327241 (Digiconsumers) and Academy of Finland Flagship Programme under Grant No. 337653 (Forest-Human-MachineInterplay (UNITE)).
Tiivistelmä
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.
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