EXPLORING THE IMPACT OF AUGMENTED REALITY MARKETING ON CUSTOMER UNDERSTANDING OF SUSTAINABLE PRACTICES

Abstract

Over the past few years, the growing awareness of climate change and environmental degradation has heightened the need for sustainable consumption. This has prompted companies to embrace sustainability-oriented marketing strategies. Nevertheless, conventional media tends to fail in effectively communicating complex environmental ideas to consumers. This research investigates the potential of Augmented Reality (AR)-based marketing strategies in promoting customer comprehension of sustainable practices. AR, an interactive technology that superimposes digital information onto the physical world, provides a new and engaging means of delivering green messages. Using a quantitative research design, a sample of 400 respondents across various age groups and industry sectors—such as consumer goods, retail, and sustainability—was surveyed to measure the effect of AR-based campaigns. Regression analysis indicated that AR marketing had a statistically significant positive relationship with consumer knowledge of sustainability, with AR accounting for 45.2% of the variance in customer understanding of sustainable practices (R² = 0.452, p < 0.001). From the findings, it is clear that AR marketing not only increases awareness but can also be used to change behaviour towards eco-friendly decisions. This research makes a valuable contribution to the literature on green marketing and digital innovation by highlighting the efficiency of AR as a strategic communication medium. It also presents practical implications for marketers seeking to tie their campaigns into sustainability agendas while using emerging technologies.