Bridging Digital Product Passports and in-store experiences: How augmented reality enhances decision comfort and reuse intentions

Result code in IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F60460709%3A41110%2F25%3A103133" target="_blank" >RIV/60460709:41110/25:103133 - isvavai.cz</a>

Result on the web

<a href="https://doi.org/10.1016/j.jretconser.2025.104242" target="_blank" >https://doi.org/10.1016/j.jretconser.2025.104242</a>

DOI - Digital Object Identifier

<a href="http://dx.doi.org/10.1016/j.jretconser.2025.104242" target="_blank" >10.1016/j.jretconser.2025.104242</a>

Result language

angličtina

Original language name

Bridging Digital Product Passports and in-store experiences: How augmented reality enhances decision comfort and reuse intentions

Original language description

The fashion industry is under increasing pressure to adopt more sustainable practices by decoupling its economic growth from negative environmental impacts, as consumers become more environmentally conscious. What is concerning, however, is the significant gap that persists between consumer-reported attitudes and green purchasing behaviors. This study explores the potential of augmented reality (AR) as a communication medium to integrate Digital Product Passports (DPPs) into brick-and-mortar retail, enhancing consumer decision-making and encouraging the reuse of DPPs. With DPPs soon to be mandated for retailers under new sustainability regulations, this research, grounded in the Elaboration Likelihood Model (ELM), investigates how information quality and the satisfaction of the AR experience influence decision comfort and subsequent reuse intentions. The findings reveal that both the persuasiveness of information and the satisfaction of the AR experience significantly enhance decision comfort, which in turn strongly predicts reuse intentions. Interestingly, while information persuasiveness positively impacts decision comfort, the completeness of information does not. Additionally, the study highlights that consumer knowledge moderates the relationship between decision comfort and reuse intentions. This research extends the ELM by incorporating decision comfort as a key factor in driving long-term behavioral outcomes and offers actionable insights for retailers. By leveraging AR technology, retailers can create engaging and informative shopping experiences that align with consumer demands for sustainability and ensure compliance with forthcoming environmental regulations.

Czech name

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Czech description

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Type

J_imp - Article in a specialist periodical, which is included in the Web of Science database

CEP classification

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OECD FORD branch

50204 - Business and management

Project

—

Continuities

S - Specificky vyzkum na vysokych skolach

Publication year

2025

Confidentiality

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Name of the periodical

Journal of Retailing and Consumer Services

ISSN

0969-6989

e-ISSN

0969-6989

Volume of the periodical

84

Issue of the periodical within the volume

MAY 2025

Country of publishing house

CZ - CZECH REPUBLIC

Number of pages

12

Pages from-to

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UT code for WoS article

001416083700001

EID of the result in the Scopus database

2-s2.0-85216185420