How do consumers evaluate products in virtual reality? A literature review for a research agenda

Purpose This paper aims to review the existing literature about consumers’ evaluation of products in virtual reality (VR), provide an accurate overview of this field, systematise the knowledge developed so far, identify the research gaps and propose a future research agenda. Design/methodology/approach A systematic literature review was performed on Scopus and Web of Science, resulting in a final pool of 31 articles. Findings Four main themes were identified, and a detailed research agenda is proposed based on the findings and following the theory, context, characteristics, methodology framework. Research limitations/implications The provision of formal inclusion and exclusion criteria may have resulted in additional potentially relevant articles not indexed in the data set under consideration. Originality/value The paper highlights how products are perceived in VR, the consumers’ responses, the peculiarities of VR compared to other conditions and VR as a product test environment. To the best of the authors’ knowledge, this paper seems to represent the first systemic review that focusses solely on how consumers assess products in VR. The results lead to a broad proposal of directions for future research that can expand knowledge on VR in marketing. Practical implications concern the use of VR to design product strategies and as a testing and prototyping environment.