IMPACT OF AUGMENTED REALITY ON VISUAL AND AUDITORY SENSORY INFLUENCING SUSTAINABLE CONSUMPTION AMONG ONLINE SHOPPERS

Abstract

This study aims to examine the impact of visual and auditory sensory stimuli through augmented technology on sustainable consumption behaviour among online shoppers in India. It investigates how sensory-driven augmented reality (AR) experiences influence consumer decision-making and long-term engagement with digital shopping platforms. An exploratory research design was adopted to analyse consumer behaviour in online product purchases using AR technologies. Primary data were collected from 175 Indian respondents, including educational professionals, researchers, parents, and students. A structured questionnaire with open/closed-ended questions and a five-point Likert scale was used. The sample size was calculated by Cochran's formula with a margin of error of 7.5% and 95% confidence level. The method of convenience sampling (non-probability method) was used. Data analysis was done with the help of the software (SPSS Version 22 & AMOS Version 22 software).The study reveals that visual and auditory sensory stimuli via augmented technology significantly influence consumer satisfaction, sustainable consumption behaviour, and trust in online retailers. Consumers exhibited a positive perception of virtual product experiences, and their brand interactions were enhanced through sensory-rich AR environments.