Immersive technology and cause‐related marketing: The role of personalization and value co‐creation

Abstract

Abstract This research conducted two studies to investigate the impact of immersive technology adoption on facilitating sustainable consumption behavior according to the perceived value co‐creation model. The first study used an online survey to examine the mediating effect of value co‐creation on the relationship between personalized values and sustainable behavioral intentions in adopting the 360‐degree video. In contrast, the second experimented to investigate the perceived value co‐creation model in adopting the virtual reality game. We collected 501 U.S. participants for watching the video about the presentation of a marine environment in Study 1, while recruited 92 college students in Taiwan to play the game regarding beach cleaning in Study 2. We found that immersive technologies can facilitate personalized values for value co‐creation, leading to increased intention to support, in this case, beach cleaning. The study provides theoretical contributions and managerial implications, providing evidence to show the potential of immersive technologies used in cause‐related marketing associated with sustainable consumption. Prior studies have shown that consumers perceive uncertain toward ethical attributes in sustainable consumption, leading to their low engagement. This research contributes to a solution of the problem by adopting immersive technologies to increase value co‐creation for purchasing cause‐related products.