Virtual Reality, Real Intentions: Consumers’ Evaluation of Product Packaging in Immersive Environments...

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Generoso Branca

Virtual Reality, Real Intentions

Consumers’ Evaluation of Product Packaging in Immersive Environments

Generoso Branca

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Hardback

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English

Springer Nature Switzerland AG
04 November 2025

Industrial: Commercial Art & Design; Business innovation; Business mathematics & systems; Sales & marketing; Business applications

Series: International Series in Advanced Management Studies

This book investigates how consumers evaluate product packaging in Virtual Reality (VR) compared to Physical Reality (PR). It explores whether immersive environments can elicit responses similar to real-world settings, focusing on packaging’s structural, haptic, and visual cues. Through a cue-based approach and empirical studies, it assesses consumers' perceptions, attitudes, and intentions, such as perceived sustainability, willingness to pay, purchase intention, and more. The volume bridges packaging design, sustainability, and consumer behavior in immersive environments, offering actionable insights for researchers and professionals in marketing, product development, and digital innovation. It positions VR as a valid tool for packaging evaluation and testing, contributing to both academic discourse and practical applications in prototyping and sustainable design.

By: Generoso Branca
Imprint: Springer Nature Switzerland AG
Country of Publication: Switzerland
Dimensions: Height: 235mm, Width: 155mm,
ISBN: 9783032101419
ISBN 10: 3032101417
Series: International Series in Advanced Management Studies
Pages: 118
Publication Date: 04 November 2025
Audience: General/trade , ELT Advanced
Format: Hardback
Publisher's Status: Active

Generoso Branca is a Post-Doc Researcher in the Department of Marketing at Bocconi University, Italy, and a Fellow in Marketing Management at SDA Bocconi School of Management, Italy, where he is also a member of the Channel & Retail Lab. He holds a Ph.D. from the University of Sannio, Italy, along with a Doctor Europaeus Certificate. His research interests include consumer behavior, sustainability, diversity and inclusion in the marketplace, and immersive technologies. He has published in international peer-reviewed journals such as Psychology & Marketing, and has received distinctions including second place for the Best Doctoral Thesis SIM-BNL Award 2023, the Best Reviewer Award 2023 and the Best Article 2024 Award from the Italian Journal of Marketing. He teaches courses in marketing, channel marketing, trade marketing, channel management, and sustainability.