Fostering consumer engagement with sustainability marketing using augmented reality (SMART): A climate change response

Abstract

As climate change concerns escalate, businesses increasingly realize the pivotal role of consumer engagement through sustainability practices in enhancing brand and firm performance. In a transformative landscape characterized by societal shifts towards environmentally conscious consumer behaviors, the re-evaluation of sustainability marketing strategies is crucial. This need is further amplified by the advent of technologies like augmented reality (AR), which are reshaping market dynamics. This study not only extends the conceptualization of sustainability marketing using AR (SMART) but also proposes a comprehensive measurement scale. This scale is designed to accurately measure consumers’ perceptions of AR-focused sustainability marketing efforts in fostering engagement. Our approach, a mix of qualitative and quantitative methods, involved five studies with n = 1072 consumers across the U.S., U.K., and South Africa. We conceptualize consumers’ perceptions of sustainability marketing using AR (SMART) across six dimensions: social equity, economic development, environmental protection, ethical considerations, regulatory measures, and technological innovation. The findings not only underscore the importance of integrating sustainability practices and new-age technologies (i.e., AR to foster climate-positive consumer engagement) but also offer strategic insights that can help businesses thrive in a climate-change era and meet their sustainability objectives.