Journal of Consumer Behaviour最新文献_第7页

Uncovering Generation Z (Gen Z) Shoppers' Expectations in Luxury Immersive Virtual Reality (IVR) In-Store Experience: The Role of Sustainability 揭示Z世代消费者对奢侈品沉浸式虚拟现实（IVR）店内体验的期望：可持续性的作用

IF 5.2 3区管理学

Journal of Consumer Behaviour Pub Date : 2026-03-19 Epub Date: 2025-12-29 DOI: 10.1002/cb.70093

Serena Rovai, Varsha Jain

{"title":"Uncovering Generation Z (Gen Z) Shoppers' Expectations in Luxury Immersive Virtual Reality (IVR) In-Store Experience: The Role of Sustainability","authors":"Serena Rovai, Varsha Jain","doi":"10.1002/cb.70093","DOIUrl":"https://doi.org/10.1002/cb.70093","url":null,"abstract":"<div>\u0000 \u0000 <p>This study examines Generation Z (Gen Z) sustainability expectations in IVR luxury in-store shopping experiences. As digital natives with definite socio-environmental values, Gen Z contributes to modifying the face of luxury purchasing. Using a qualitative technique including 52 in-depth interviews and 3 focus groups including one group of 10 and 2 groups of 9 worldwide Gen Z consumers, the study shows how IVR is perceived through the perspective of a sustainable shopping experience. Data showed that besides respondents' recognition of IVR on retailing experiences, many were concerned about realistic sustainability claims—energy management, transparency, and potential greenwashing. Using Expectancy Disconfirmation Theory (EDT) and Rebound Theory, the study indicates that IVR may paradoxically increase overconsumption while claiming environmental actions. The study contributes to consumer behaviour theory by sharing ‘Sustainability Paradox in the Gen Z IVR Luxury In-Store Experience’ model, highlighting the interaction of immersive technology, sustainability narratives, and consumer trust. The study adds to existing research by showing that Gen Z critically examines digital innovations through sustainable values. Additionally, it encourages luxury brands to integrate transparent, verifiable sustainability engagement into IVR experiences to increase consumer/brand trust, relationship, and loyalty. This research extends the understanding of how smart technologies affect value-driven consumption in luxury retailing.</p>\u0000 </div>","PeriodicalId":48047,"journal":{"name":"Journal of Consumer Behaviour","volume":"25 2","pages":"816-837"},"PeriodicalIF":5.2,"publicationDate":"2026-03-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"147570022","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

Organisational Victims' Responses to Trolling: Effects on Bystander Hostile Emotions and Positive Engagement 组织受害者对网络挑衅的反应：对旁观者敌对情绪和积极参与的影响

IF 5.2 3区管理学

Journal of Consumer Behaviour Pub Date : 2026-03-19 Epub Date: 2025-12-03 DOI: 10.1002/cb.70085

Rory Mulcahy, Aimee Riedel, Byron Keating, Amanda Beatson

{"title":"Organisational Victims' Responses to Trolling: Effects on Bystander Hostile Emotions and Positive Engagement","authors":"Rory Mulcahy, Aimee Riedel, Byron Keating, Amanda Beatson","doi":"10.1002/cb.70085","DOIUrl":"https://doi.org/10.1002/cb.70085","url":null,"abstract":"<div>\u0000 \u0000 <p>Online trolling, a unique form of consumer deviance targeting organisations, can cause significant harm, yet the role of bystanders in supporting victimised organisations remains underexplored. The current research examines how organisational responses to trolling (non-response, negative response, and positive response) and trolling types (sadistic, moral) influence bystander engagement in support of organisational victims. Furthermore, the research considers whether bystander engagement may be explained via the hostility triad, a set of negative emotions (anger, disgust, and contempt) that are triggered due to social norm violations. In three experimental studies involving a total of 1126 participants, with hypotheses grounded in prior literature and the affect infusion model (AIM), this research establishes that an organisation's non-response leads to greater bystander engagement, particularly in cases of sadistic trolls. Further, it demonstrates that this relationship is explained and mediated by anger, contempt and disgust. The results also provide evidence of bystander engagement being positive in supporting the organisation, as opposed to negative and attacking the troller. These findings are discussed in relation to their theoretical implications and practical insights.</p>\u0000 </div>","PeriodicalId":48047,"journal":{"name":"Journal of Consumer Behaviour","volume":"25 2","pages":"561-578"},"PeriodicalIF":5.2,"publicationDate":"2026-03-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"147562535","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

Virtual Meets Real: The Effect of Influencer Type and Message Framing on Sustainable Fashion Intentions 虚拟与现实相遇：影响者类型和信息框架对可持续时尚意图的影响

IF 5.2 3区管理学

Journal of Consumer Behaviour Pub Date : 2026-03-19 Epub Date: 2025-12-19 DOI: 10.1002/cb.70086

Aun Ahmed, Sonia Kataria, Sumit Saxena, Amit Shankar

{"title":"Virtual Meets Real: The Effect of Influencer Type and Message Framing on Sustainable Fashion Intentions","authors":"Aun Ahmed, Sonia Kataria, Sumit Saxena, Amit Shankar","doi":"10.1002/cb.70086","DOIUrl":"https://doi.org/10.1002/cb.70086","url":null,"abstract":"<div>\u0000 \u0000 <p>Sustainable fashion is both a growing consumer trend and an urgent societal imperative, yet the use of virtual influencers to promote sustainable fashion raises concerns about authenticity and greenwashing. This research examines whether hybrid influencers—virtual influencers paired with human companions—can enhance the persuasiveness of sustainability communication. Study 1, a qualitative exploration (21 interviews), identified three key pro-environmental behavior themes: sustainability awareness, sustainable practices, and environmental citizenship (e.g., advocating green fashion within social networks). Interview data also reveal distinct perceived strengths of each influencer type (e.g., genuineness in human influencers, consistent engagement in virtual influencers, and relatability and trustworthiness in hybrid influencers). Building on these insights and prior literature, we propose a conceptual framework explaining how influencer type and message framing shape sustainable fashion intentions. Two subsequent experiments (Study 2, <i>N</i> = 234; Study 3, <i>N</i> = 457) confirmed that hybrid influencers were more effective than virtual-only influencers in promoting sustainable fashion intentions. Moreover, message valence moderated this effect; negative message framing was especially persuasive when delivered by hybrid influencers. Across studies, wishful identification emerged as the key mediator, while anthropomorphism was ruled out as a mediator, highlighting the limitation of anthropomorphism in the sustainability messaging context. Together, these findings advance theory on virtual influencers and sustainability communication and offer practical guidance for brands and nonprofits seeking to authentically engage next-generation fashion consumers.</p>\u0000 </div>","PeriodicalId":48047,"journal":{"name":"Journal of Consumer Behaviour","volume":"25 2","pages":"676-702"},"PeriodicalIF":5.2,"publicationDate":"2026-03-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"147566984","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

Let's Not Talk About That: Investigating Corporate Political Advocacy and Word of Mouth Among Liberals and Conservatives 让我们不要谈论这个：调查自由主义者和保守主义者之间的企业政治宣传和口碑

IF 5.2 3区管理学

Journal of Consumer Behaviour Pub Date : 2026-03-19 Epub Date: 2025-12-23 DOI: 10.1002/cb.70082

Woojong Sim, Mark Arnold, Jeff Muldoon, William C. McDowell

{"title":"Let's Not Talk About That: Investigating Corporate Political Advocacy and Word of Mouth Among Liberals and Conservatives","authors":"Woojong Sim, Mark Arnold, Jeff Muldoon, William C. McDowell","doi":"10.1002/cb.70082","DOIUrl":"https://doi.org/10.1002/cb.70082","url":null,"abstract":"<div>\u0000 \u0000 <p>As political polarization becomes ever more pronounced, brands have been utilizing corporate political advocacy to capture target markets and enhance customer loyalty. Yet studies on how corporate political advocacy affects consumer responses have been limited. Our research focuses on how corporate political advocacy influences positive and negative word of mouth through the lens of social identification theory. Using a multi-study design, we find that while political word of mouth is driven based on the alignment of political identities between consumers and brands, consumers' intentions to deliver word of mouth differ based on their tie strength with the intended target audience (i.e., strong, weak, or absent social ties), their own political identities, and their perceptions of a company's stance on issues. Our results provide both theoretical and practical contributions by improving our understanding of corporate political advocacy's effects on both consumers' positive and negative word of mouth intentions and how marketers can improve the effects of corporate political advocacy.</p>\u0000 </div>","PeriodicalId":48047,"journal":{"name":"Journal of Consumer Behaviour","volume":"25 2","pages":"703-726"},"PeriodicalIF":5.2,"publicationDate":"2026-03-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"147567896","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

The Power of Defaults in Consumer Choice: A Systematic Review and Research Agenda 违约在消费者选择中的力量：系统回顾和研究议程

IF 5.2 3区管理学

Journal of Consumer Behaviour Pub Date : 2026-03-19 Epub Date: 2025-12-16 DOI: 10.1002/cb.70083

Emmanouela E. Manganari, Justin Paul

{"title":"The Power of Defaults in Consumer Choice: A Systematic Review and Research Agenda","authors":"Emmanouela E. Manganari, Justin Paul","doi":"10.1002/cb.70083","DOIUrl":"https://doi.org/10.1002/cb.70083","url":null,"abstract":"<div>\u0000 \u0000 <p>Defaults have emerged as a ubiquitous and powerful nudging tool, attracting considerable research scrutiny in the field of consumer behavior. Default refers to the alternative the consumer receives unless he/she explicitly requests otherwise. This Systematic Literature Review (SLR) focuses on the power of defaults on consumer choice. A domain-based systematic review is employed to analyze 61 peer-reviewed articles from Scopus, Web of Science and manual search, published between 2000 and 2025. Drawing on the Theory–Context–Construct–Method (TCCM) framework, this paper presents an up-to-date synthesis of research, while setting the future research agenda. The opt-out engages higher levels of consumer consent but its superiority can be contingent on specific contextual factors. Building on the assertion that “one default does not fit all” we identify conditions that may lessen or reverse default effects. Notably, opt-in and active choice seem more effective in engaging a more permanent consent. The paper examines the underlying mechanisms, contextual factors, carry-over effects and ethical considerations. The prospect theory and self-determination theory serve as the theoretical foundations of default research. Finally, the paper aims at setting the future research agenda by highlighting equivocal findings, areas with limited research attention, and issues that would enhance the effectiveness of defaults in promoting consumer welfare.</p>\u0000 </div>","PeriodicalId":48047,"journal":{"name":"Journal of Consumer Behaviour","volume":"25 2","pages":"651-675"},"PeriodicalIF":5.2,"publicationDate":"2026-03-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"147566060","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

Can Happiness Promote Healthier Eating? Exploring the Role of Happiness Advertising Appeals in Food Purchasing 快乐能促进健康饮食吗？探讨快乐广告诉求在食品购买中的作用

IF 5.2 3区管理学

Journal of Consumer Behaviour Pub Date : 2026-03-19 Epub Date: 2025-12-29 DOI: 10.1002/cb.70097

Yingying Du, Xingyuan Wang

{"title":"Can Happiness Promote Healthier Eating? Exploring the Role of Happiness Advertising Appeals in Food Purchasing","authors":"Yingying Du, Xingyuan Wang","doi":"10.1002/cb.70097","DOIUrl":"https://doi.org/10.1002/cb.70097","url":null,"abstract":"<div>\u0000 \u0000 <p>An increasing number of consumers are setting self-control goals to make healthier and more rational dietary choices. However, although virtue foods that support these goals offer long-term benefits, consumers often perceive them as unlikely to provide immediate hedonic experiences. As a result, they may struggle to self-restrain and instead turn to vice foods that deliver instant gratification, thereby undermining their self-control efforts. Drawing on happiness theory in positive psychology, this study proposes that advertising with happiness appeals—both pleasure-based and meaning-based—may influence these choices. Across three experiments (<i>N</i> = 732), we examined how such appeals affect self-controlled consumers' willingness to purchase virtue and vice foods. For virtue foods, both pleasure-based and meaning-based appeals significantly increase purchase intentions by reducing anticipated pain. For vice foods, meaning-based appeals increase purchase intentions by alleviating anticipated guilt, whereas pleasure-based appeals heighten anticipated guilt and consequently reduce willingness to purchase. The study contributes to the interdisciplinary literature on consumer behavior and positive psychology, particularly happiness research, and advances related work in food consumption, advertising appeals, and anticipated emotions. Our research also provides practical implications: for virtue foods, marketers can employ both pleasure-based and meaning-based appeals to effectively increase purchase intentions; for vice foods, meaning-based appeals may also enhance consumer willingness to buy, but their use raises ethical concerns, as they may justify unhealthy choices and potentially harm consumer well-being, calling for cautious application.</p>\u0000 </div>","PeriodicalId":48047,"journal":{"name":"Journal of Consumer Behaviour","volume":"25 2","pages":"800-815"},"PeriodicalIF":5.2,"publicationDate":"2026-03-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"147570021","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

Human Versus AI in Checkout Charity: How Time Pressure, Persuasion Knowledge, and Ulterior Motive Shape Donation and Store Patronage Intentions 结账慈善中的人类与人工智能：时间压力、说服知识和别有用心如何影响捐赠和商店惠顾意图

IF 5.2 3区管理学

Journal of Consumer Behaviour Pub Date : 2026-03-19 Epub Date: 2025-12-01 DOI: 10.1002/cb.70068

Irfan Shamim, Tathagata Ghosh, S. Sreejesh

{"title":"Human Versus AI in Checkout Charity: How Time Pressure, Persuasion Knowledge, and Ulterior Motive Shape Donation and Store Patronage Intentions","authors":"Irfan Shamim, Tathagata Ghosh, S. Sreejesh","doi":"10.1002/cb.70068","DOIUrl":"https://doi.org/10.1002/cb.70068","url":null,"abstract":"<div>\u0000 \u0000 <p>This research investigates how the source of a checkout charity appeal—human versus artificial intelligence (AI) agent—interacts with contextual (time pressure) and psychological (persuasion knowledge and access to ulterior motives) factors to shape consumer donation and store patronage intentions. Grounded in the self-regulatory resource depletion framework and the Persuasion Knowledge Model (PKM), we conducted four, between-subjects experiments (total <i>N</i> = 898), each designed to isolate a specific boundary condition under which AI versus human appeals differ in effectiveness. Study 1 manipulated situational time pressure and found that AI-led appeals increased donation intentions under high time constraints due to their lower social demands, whereas human-led appeals were more effective when time pressure was low. Study 2 extended this effect by treating time pressure as a chronic trait and replicating the interaction in a different retail context. In Study 3, we manipulated persuasion knowledge and showed that high-knowledge consumers preferred AI appeals due to higher perceived credibility, whereas low-knowledge consumers favored human appeals. Study 4 introduced access to a retailer's ulterior motives and revealed that AI appeals enhanced store patronage intentions under high transparency, whereas human appeals diminished them. These findings refine existing theory by demonstrating how AI agents can reduce social frictions and enhance trust under resource-depleting or skeptical conditions. The results offer actionable guidance for retailers and nonprofits: deploy AI-led appeals in high-pressure or high-skepticism settings, and human agents in contexts that reward warmth and relational engagement.</p>\u0000 </div>","PeriodicalId":48047,"journal":{"name":"Journal of Consumer Behaviour","volume":"25 2","pages":"517-533"},"PeriodicalIF":5.2,"publicationDate":"2026-03-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"147562293","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

Let's Not Talk About That: Investigating Corporate Political Advocacy and Word of Mouth Among Liberals and Conservatives 让我们不要谈论这个：调查自由主义者和保守主义者之间的企业政治宣传和口碑

IF 5.2 3区管理学

Journal of Consumer Behaviour Pub Date : 2026-03-19 Epub Date: 2025-12-23 DOI: 10.1002/cb.70082

Woojong Sim, Mark Arnold, Jeff Muldoon, William C. McDowell

{"title":"Let's Not Talk About That: Investigating Corporate Political Advocacy and Word of Mouth Among Liberals and Conservatives","authors":"Woojong Sim, Mark Arnold, Jeff Muldoon, William C. McDowell","doi":"10.1002/cb.70082","DOIUrl":"https://doi.org/10.1002/cb.70082","url":null,"abstract":"<div>\u0000 \u0000 <p>As political polarization becomes ever more pronounced, brands have been utilizing corporate political advocacy to capture target markets and enhance customer loyalty. Yet studies on how corporate political advocacy affects consumer responses have been limited. Our research focuses on how corporate political advocacy influences positive and negative word of mouth through the lens of social identification theory. Using a multi-study design, we find that while political word of mouth is driven based on the alignment of political identities between consumers and brands, consumers' intentions to deliver word of mouth differ based on their tie strength with the intended target audience (i.e., strong, weak, or absent social ties), their own political identities, and their perceptions of a company's stance on issues. Our results provide both theoretical and practical contributions by improving our understanding of corporate political advocacy's effects on both consumers' positive and negative word of mouth intentions and how marketers can improve the effects of corporate political advocacy.</p>\u0000 </div>","PeriodicalId":48047,"journal":{"name":"Journal of Consumer Behaviour","volume":"25 2","pages":"703-726"},"PeriodicalIF":5.2,"publicationDate":"2026-03-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"147567897","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

The Power of Defaults in Consumer Choice: A Systematic Review and Research Agenda 违约在消费者选择中的力量：系统回顾和研究议程

IF 5.2 3区管理学

Journal of Consumer Behaviour Pub Date : 2026-03-19 Epub Date: 2025-12-16 DOI: 10.1002/cb.70083

Emmanouela E. Manganari, Justin Paul

{"title":"The Power of Defaults in Consumer Choice: A Systematic Review and Research Agenda","authors":"Emmanouela E. Manganari, Justin Paul","doi":"10.1002/cb.70083","DOIUrl":"https://doi.org/10.1002/cb.70083","url":null,"abstract":"<div>\u0000 \u0000 <p>Defaults have emerged as a ubiquitous and powerful nudging tool, attracting considerable research scrutiny in the field of consumer behavior. Default refers to the alternative the consumer receives unless he/she explicitly requests otherwise. This Systematic Literature Review (SLR) focuses on the power of defaults on consumer choice. A domain-based systematic review is employed to analyze 61 peer-reviewed articles from Scopus, Web of Science and manual search, published between 2000 and 2025. Drawing on the Theory–Context–Construct–Method (TCCM) framework, this paper presents an up-to-date synthesis of research, while setting the future research agenda. The opt-out engages higher levels of consumer consent but its superiority can be contingent on specific contextual factors. Building on the assertion that “one default does not fit all” we identify conditions that may lessen or reverse default effects. Notably, opt-in and active choice seem more effective in engaging a more permanent consent. The paper examines the underlying mechanisms, contextual factors, carry-over effects and ethical considerations. The prospect theory and self-determination theory serve as the theoretical foundations of default research. Finally, the paper aims at setting the future research agenda by highlighting equivocal findings, areas with limited research attention, and issues that would enhance the effectiveness of defaults in promoting consumer welfare.</p>\u0000 </div>","PeriodicalId":48047,"journal":{"name":"Journal of Consumer Behaviour","volume":"25 2","pages":"651-675"},"PeriodicalIF":5.2,"publicationDate":"2026-03-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"147566063","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

Uncovering Generation Z (Gen Z) Shoppers' Expectations in Luxury Immersive Virtual Reality (IVR) In-Store Experience: The Role of Sustainability 揭示Z世代消费者对奢侈品沉浸式虚拟现实（IVR）店内体验的期望：可持续性的作用

IF 5.2 3区管理学

Journal of Consumer Behaviour Pub Date : 2026-03-19 Epub Date: 2025-12-29 DOI: 10.1002/cb.70093

Serena Rovai, Varsha Jain

{"title":"Uncovering Generation Z (Gen Z) Shoppers' Expectations in Luxury Immersive Virtual Reality (IVR) In-Store Experience: The Role of Sustainability","authors":"Serena Rovai, Varsha Jain","doi":"10.1002/cb.70093","DOIUrl":"https://doi.org/10.1002/cb.70093","url":null,"abstract":"<div>\u0000 \u0000 <p>This study examines Generation Z (Gen Z) sustainability expectations in IVR luxury in-store shopping experiences. As digital natives with definite socio-environmental values, Gen Z contributes to modifying the face of luxury purchasing. Using a qualitative technique including 52 in-depth interviews and 3 focus groups including one group of 10 and 2 groups of 9 worldwide Gen Z consumers, the study shows how IVR is perceived through the perspective of a sustainable shopping experience. Data showed that besides respondents' recognition of IVR on retailing experiences, many were concerned about realistic sustainability claims—energy management, transparency, and potential greenwashing. Using Expectancy Disconfirmation Theory (EDT) and Rebound Theory, the study indicates that IVR may paradoxically increase overconsumption while claiming environmental actions. The study contributes to consumer behaviour theory by sharing ‘Sustainability Paradox in the Gen Z IVR Luxury In-Store Experience’ model, highlighting the interaction of immersive technology, sustainability narratives, and consumer trust. The study adds to existing research by showing that Gen Z critically examines digital innovations through sustainable values. Additionally, it encourages luxury brands to integrate transparent, verifiable sustainability engagement into IVR experiences to increase consumer/brand trust, relationship, and loyalty. This research extends the understanding of how smart technologies affect value-driven consumption in luxury retailing.</p>\u0000 </div>","PeriodicalId":48047,"journal":{"name":"Journal of Consumer Behaviour","volume":"25 2","pages":"816-837"},"PeriodicalIF":5.2,"publicationDate":"2026-03-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"147570046","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0