An exploratory study on consumer sustainable responses to nature-inspired VR brand experiences

As the demand for sustainability is reshaping the branding landscape, purpose-driven brands are leveraging emerging technologies, such as virtual reality (VR), to create brand experiences that encourage sustainable consumer responses. While nature-based experiences have been shown to enhance awe, connectedness with nature, and environmental consciousness for sustainable consumption, little is known about how these responses manifest in VR-based natural environments. Given Gen Z’s strong commitment to sustainability, this study investigates their sustainable responses to VR nature-based brand experiences using a cluster analysis approach. Based on 321 questionnaires, the findings identify three distinct Gen Z consumer clusters based on their perceptions of connectedness with nature, awe, and environmental consciousness for sustainable consumption. Each cluster exhibits different perceptions of the VR brand experience and sustainability-related personal characteristics. This research contributes to the brand-purpose literature by offering insights into consumer sustainable responses in virtual environments and providing managerial implications for enhancing brands’ impact on sustainability.