CHAPTER 1

INTRODUCTION
1.1 BACKGROUND OF THE STUDY

The concept of the metaverse, a virtual shared environment blending augmented reality, virtual
reality, social media, and online gaming, has surged into the spotlight, propelled by Facebook's
rebranding as "Meta" in 2021. This vision encompasses an immersive, networked digital
universe where users engage with each other and digital environments, leveraging advanced
technologies like artificial intelligence, blockchain, Internet of Things, and cloud computing
(Wang et al., 2023). At its core, the Meta Universe emphasizes sharing as fundamental,
integrating elements of virtual reality and transcendence under the prefix "Meta," creating a
digitally constructed space akin to a parallel virtual world operating autonomously and
seamlessly (Hadi et al., 2023).

There are an abundance of possible marketing uses in this large digital space. Delivering
engaging consumer experiences and changing conventional purchasing interactions is one
noteworthy characteristic. Businesses can significantly impact consumers' purchase intents and
improve their overall shopping experiences by utilizing the immersive aspect of the metaverse
and providing virtual try-on alternatives for products (Wang et al., 2023).

This study explores numerous aspects of this digital environment to comprehend how they
impact and shape consumer behaviour, with a focus on how the metaverse affects customers'
purchase intentions. This research aims to offer important insights into the changing
relationship between virtual environments and customer purchasing behavior by examining the
immersive and interactive features of the metaverse as well as its potential to change
conventional marketing tactics.

1.2 NEED AND SIGNIFICANCE OF THE STUDY

This study delves into the examination of how Metaverse factors influence purchase intention
within e-commerce platforms. With the burgeoning adoption of Metaverse technologies across
various industries, there's a pressing need for organizations to understand the implications of
these advancements for consumer behavior in online marketplaces. The Metaverse holds the
potential to reshape the dynamics of online shopping experiences, affecting consumer decision-
making processes and purchase intentions. This research aims to provide valuable insights into
 consumers' perspectives regarding Metaverse adoption in e-commerce and elucidate strategies
for organizations to leverage this technology for positive outcomes in their online retail
endeavors.

1.3 SCOPE OF THE STUDY

This study aims to scrutinize the influence of Metaverse factors on purchase intention within
e-commerce platforms. Focusing on the burgeoning adoption of Metaverse technologies, the
research will explore their effects on consumer behavior, particularly in online shopping
contexts. Through a thorough examination, the study will assess how Metaverse factors shapes
the purchase intention of the consumers. Furthermore, it will investigate the necessity for
consumers to adapt to new skills and knowledge in light of Metaverse integration, while also
evaluating the potential for enhanced efficiency and productivity within online retail
operations. By delving into these dynamics, the study seeks to provide valuable insights for
businesses navigating the intersection of Metaverse technologies and e-commerce, aiding in
strategic decision-making and adaptation to evolving consumer preferences.

1.4 STATEMENT OF PROBLEM

Immersive marketing has become increasingly popular in recent years, as it allows businesses to create
engaging experiences that capture the consumer’s attention and create a lasting impression. There is only
limited study conducted on the impact of immersive campaign on purchase decisions, so there is a need to
study how immersive marketing campaigns impact the purchasing decision of customers.

1.5 OBJECTIVES

To find out the impact of immersive marketing campaigns on the purchase decision of FMCG
products

. To find out the influence of user experience & customer engagement in purchase decision of
customers.
 CHAPTER 2

LITERATURE REVIEW

A 12-item scale for gauging consumer involvement with social media activation campaigns is presented and
validated in this study. The measure, which was developed through a thorough process involving expert
panels and online surveys, has good psychometric qualities and consists of three dimensions: cognitive,
emotional, and behavioral involvement.(seyed et. al, 2019)
In an effort to enhance multimodal experiences, this study investigates how to improve Virtual Reality (VR)
advertisements by adding scent. Results point to the possibility that product-scent congruence increases
consumer engagement, which may have consequences for VR advertising and future studies.(Malaika
et.al,2022)
In this study, a virtual reality (VR) film supported by an alcohol corporation is used to examine corporate
social responsibility (CSR) programs. Increased telepresence and emotional involvement lead to more
favorable attitudes, which are correlated with higher immersive tendencies but do not influence purchase
intention. Understanding CSR in the particular context of VR videos is aided by this study.(yoon et .al , 2020)
The absence of guidelines for creating branded Virtual Reality (VR) experiences that maximize consumer
outcomes is the subject of this article. It builds a framework based on focus groups and validates it through
experiments, providing useful suggestions for VR branding initiatives(Anouk et .al,2021).
The ArkaeVision project uses Augmented Reality and Virtual Reality to create immersive, emotionally
charged explorations that will transform Cultural Heritage experiences through a user-centric approach.
Based on early reviews, it shows promise for education and cultural involvement by integrating gamification
and narrative.(G Bozzelli et .al ,2019).
The article discusses small and medium-sized enterprises' sluggish adoption of virtual reality (VR) in
marketing. It provides examples from the Scottish tourism sector and suggests best practices for using VR
strategically in customer-focused organizations. It also takes into account VR marketing goals at every stage
of the consumer journey.(Alena& Jie 2023)
The article introduces the idea of Virtual Reality through the Customer Journey (VRCJ) and discusses the
growing significance of virtual reality (VR) in marketing. It creates a conceptual framework and offers
suggestions for comprehending and applying VRCJ by
categorizing VR archetypes, formats, and content elements. A discussion of the theoretical
and practical ramifications closes the review.(Linda et al.,2020)

The emerging field of quantifying immersive marketing experiences in the metaverse is

examined in this survey of the literature. It explores effectiveness assessment metrics and
algorithms, highlighting data security issues. The goal of the study is to offer a framework
that takes important factors and privacy concerns into account.(Amaresh Jha 2023).

The essay emphasizes how important it is for marketers to improve customer communication
during the COVID-19 pandemic. Unconnected brands run the danger of becoming outdated.
It looks at how Indian marketers interacted with consumers through digital channels,
highlighting the need of social responsibility and compassionate communication. There are
presented implications for marketers.(Ruchi Gupta 2021)

The historical development and transformative possibilities of immersive ICTs and virtual
reality (VR) are examined in this literature review. It draws attention to how virtual reality
has impacted social reality, how it has shaped new cultural perspectives, and how it is
currently emphasizing understanding in a variety of contexts.( M Polina 2018).

The impact of augmented reality (AR) on marketing storytelling is the subject of this study. It
investigates the best AR storytelling techniques using a mixed-method approach, focusing on
user context and engagement for captivating, lasting experiences. The report urges more
investigation into the rapidly changing field of ubiquitous augmented reality in digital
marketing.(J Lemos - 2023 )

The impact of augmented reality (AR) on marketing, user experience, and education is
examined in this study. Results show that augmented reality has a favorable impact on
consumer engagement, user experience personalization, and educational outcomes(Ismail
Razak. (2024).

The impact of Augmented Reality Marketing (ARM) on consumer behavior, engagement,

loyalty, and purchasing decisions is examined in this article. By improving customer-brand
interactions and experiences, ARM goes beyond being a promotional tool by bridging the
experience and action gap through the use of mobile phone capabilities.(Bajpai 2022)

The impact of quick technology advancement on consumer expectations is highlighted in this

section, especially as it relates to the auto sector. In order to satisfy changing needs, it
emphasizes the necessity of having an omni-channel presence, concentrating on tech-savvy
consumers and using flexible consumption-based models.(Krishnadas R 2021)

The impact of virtual reality (VR) technologies on customer behavior in marketing is

examined in this research. It describes the technology aspects of virtual reality (VR), builds
an immersive VR supermarket, and illustrates how VR allows for responsive, affordable, and
personalized experiences for customers, increasing engagement and satisfaction.(Maria et al.,
2019)

The material emphasizes how important it is to have creative marketing tactics in the digital
age. The text delves into the revolutionary possibilities of Augmented Reality (AR), Virtual
Reality (VR), and interactive material, highlighting their significance in enthralling astute
viewers.(Sridevi et al., 2023)

The purpose of the study is to determine if immersive virtual reality (IVR) or a 3D interactive
film is more beneficial for academic instruction. Remarkably, the video group's members
exceeded IVR, suggesting that learning results may be impacted by distractions caused by
overly happy emotions in immersive situations.(Jocelyn& Richard 2021)

The purpose of this study is to determine how social media and relationship marketing work
together in the sports sector. It uses quantitative techniques to examine love, commitment,
trust, and shared values as factors and reveals beneficial effects on relationship quality that
influence specific fan behaviors.(Cai, Nan 2020)

The revolutionary effects of artificial intelligence (AI), virtual reality (VR), and
neuromarketing on marketing research and decision-making are examined in this overview of
the literature. It talks about how these technologies can be used, highlighting how they can
improve consumer experiences and help with strategic marketing choices.(Jude et al ., 2022)

The study explores Augmented Reality's impact on shopping, emphasizing immersive

experiences. It introduces the flow dimension, establishes links with psychological ownership
and comfort decisions, and highlights WoW feeling and purchase intentions(Kanishka &
Gyan 2023).

The study investigates how low-immersion VR technology is revolutionizing online buying,

particularly for real estate. Empirical research demonstrates a favorable relationship between
VR integration and real estate profitability, highlighting the strategic advantages and wider
customer interaction, and user experience. The review highlights the behavioral, emotive, and
cognitive aspects of AR's impact on advertising.(Azharul Islam 2020)

This examination of the literature investigates how cutting-edge digital marketing can
revolutionize the customer experience. It highlights new trends and industry best practices
and focuses on personalization, immersive technology, omnichannel integration,
measurement efficacy, and policy implications.(Parikshith Reddy Baddam 2022)

This research explores Augmented Reality's (AR) impact on fashion retail consumer
behavior. Findings emphasize AR's significance in shaping perceptions, influencing
purchasing decisions, and enhancing online and offline shopping experiences, positioning AR
as central to the industry's evolution( Samia Atique 2024).

This study addresses soft drink consumption and obesity by combining immersive virtual
environments (IVEs) with pamphlets as an innovative health messaging technique. The study
concludes that pairing IVEs with pamphlets is more successful in gradually lowering soft
drink consumption when taking into account construal level theory.(grace 2015)

This study explores how immersive technologies affect viewers' engagement with a health
documentary. Higher immersiveness increases spatial presence, empathic interaction, and
issue involvement, influencing the desire for information, but donation behavior is
inconclusive.(Priska Breves 2020)

This study investigates how customer experience in Bali's tourism is impacted by IoT
deployment, campaign efficacy, and consumer involvement. Structural Equation Modeling
offers ideas for improving tourism experiences and sustainability by revealing direct positive
influences and indirect effects through IoT adoption.(Putu et al .,2023)

This study investigates the causes and effects of escapism in augmented reality (AR) mobile
app advertising. Regardless of past brand preference, it identifies favorable social media
sharing, purchasing intents, and brand engagement as outcomes and places an emphasis on
mental imagery mechanisms. The results help practitioners in the field improve escapism in
augmented reality advertising.(Eunyoung et al .,2021)

This study investigates the social marketing potential of virtual reality and 360-degree video,
with an emphasis on how these technologies may affect people's views and actions about
homelessness. The literature review highlights how important it is to comprehend and make
clear the role that immersive technology plays in social efforts.(casey et al .,2023)
This study looks into how augmented reality (AR) experiences with a natural theme affect
people's attitudes and actions related to sustainability. Results indicate that AR users
outperformed a video group in displaying higher attitudes and actions related to
sustainability. Behavior modification is mostly dependent on cognitive processes like
presence and nature connection.(Sarah et al., 2024)

This study looks into how customers' perceptions and purchase decisions in an online grocery
store are affected by anomalies in fruits and vegetables. Results show a continuous pattern of
purchasing behavior, but opinions differ according to the degree of deformity, with somewhat
malformed produce being preferred in particular.(Cindy e al ., 2019)

This study looks into how recommendations and repurposing intentions for branded apps are
affected by user interaction, brand attitude, and brand experience. Contrary to popular
opinion, recommendations might not come from customer engagement alone. With
implications for marketers, the study highlights the mediating function of recommendation
between brand attitude and re-use intentions.(N raajpoot B ghilini 2019)

This study presents a paradigm for comprehending how virtual reality (VR) affects consumer
behavior in marketing. It focuses on presence, consumer VR experiences, and socialness; it
provides a methodology for measuring consumer involvement with VR, provides examples,
evaluates experiences, and ends with a discussion of future directions and unmet concerns.(S
Barnes 2016)

This study uses impulsive buying tendencies to investigate how tailored advertising affects
decisions about sustainable purchases. Results from 713 Chinese social media users show
that, when environmental knowledge is taken into account, there is a positive correlation
between targeted advertising, spontaneous purchases, and unanticipated support for
sustainable decisions.(Abaid et al.,2021)

This survey of the literature looks at big data, online marketing, and emerging technologies'
transparency from a variety of academic perspectives. It highlights the significance of
transparency for user autonomy and well-informed decision-making, with ten themes to
choose from.(Ruijie et al.,2021).

Using a TCM-ADO framework to analyze 129 papers, this literature review looks at how
immersive technologies (AR, VR, MR, and 3D) have changed over the course of 20 years
and how that has affected customer behavior in a variety of industries(Anupama et al.,2023).
applicability across company sectors, coinciding with the predicted VR industry boom. (Shih
et al.,2024)

The study looks into how well immersive virtual reality (VR)—with or without a virtual
human—print, video, and VR—all work to encourage sustainable behavior at home. The
findings support the use of immersive virtual reality (VR) in environmental campaigns by
showing that it increases energy-saving attitudes and behavior modification, particularly
when a virtual human is involved. (Emmanuelle et al.,2023)

The use of augmented reality (AR) in marketing to create immersive brand experiences is
covered in the abstract. When creating successful augmented reality campaigns, marketers
can take into account dynamic interactions, user engagement types, active and passive
aspects, and the ENTANGLE framework. To maximize customer engagement in augmented
reality experiences, ENTANGLE's actionable ideas include gamification, emotional triggers,
niche targeting, and adopting upcoming technology(Joachim & Andrew 2016).

The use of Immersive Virtual Environment (IVE) technology in public health research is
examined in this review of the literature. It describes two configurable programs, a
straightforward procedure, and advantages for researching human perception in various
settings.(Jordan 2015)

The usefulness of Augmented Reality (AR) advertising in comparison to conventional

techniques is examined in this scholarly paper. Results show how AR can improve customer
engagement, loyalty, and memory while also pointing up some drawbacks such information
overload(Paisarn &suchart 2021).

This article examines how Augmented Reality (AR) is changing consumer behavior and
marketing tactics. It demonstrates the usefulness of AR for marketers by contrasting standard
and AR-enhanced experiences through an empirical study, with a focus on customized
marketing and product development insights.(Bogdan-Mihai Prodea &Cristinel 2023)

This article examines how augmented reality, or AR, is revolutionizing the retail industry
with a focus on interactive purchasing. It discusses difficulties, developments in technology,
and research on the impact of augmented reality, including user experiences and purchasing
intent during COVID phase(Ran et al.,2024).

This chapter examines how augmented reality (AR) advertising affects consumers'
perceptions of brands and highlights how important it is to contemporary marketing,
Using the experience economy concept, the study investigates the efficacy of augmented
reality (AR) advertising in holiday mobile app marketing. Augmented Reality (AR) improves
consumer reactions, encouraging socially shared experiences and boosting buy
intentions.(eunyoung 2021)

Within the field of information systems (IS), the understudied field of immersive virtual
reality (VR) is examined in this survey of the literature. It highlights strategic opportunities
and problems for corporations, looks at 151 studies, and identifies five affordances.(Ersin
Dincelli & Alper Yayla 2022).
THEORETICAL FRAMEWORK
 CHAPTER 3

THEORETICAL FRAMEWORK
1.1 Immersive campaign and purchase decision

According to the theoretical framework, customer engagement and user experience

are directly impacted by immersive campaigns. These in turn affect consumers'
decisions to buy FMCG goods. The relationship between immersive campaigns
and purchase decisions is facilitated by the mediating variables of user
experience and consumer engagement.
 CHAPTER 4

RESEARCH METHODOLOGY
2. 1 OBJECTIVES

1 To find the Impact of immersive campaign on purchase decision with reference to FMCG
products.

2 To find how user experience and customer engagement influence purchase decision in
immersive campaign Context

4.2 HYPOTHESIS

Based on the study, following hypothesis have been formulated:

Hypothesis -1
H0: There is no significant impact of immersive campaign on purchase decision.
H1: There is significant impact of immersive campaign on purchase decision.

Hypothesis -2
H0: There is no significant impact of immersive campaign on customer engagement.
H1: There is significant impact of immersive campaign on customer engagement
Hypothesis -3
H0: There is no significant impact of customer engagement on purchase decision.
H1: There is significant impact of customer engagement on purchase decision.

Hypothesis -4
H0: There is no significant impact of immersive campaign on user experience.
H1:There is significant impact of immersive campaign on user experience.

HYPOTHESIS-5
HO: There is no significant impact of user experience on purchase decision.
H1:: There is significant impact of user experience on purchase decision.
4.3 RESEARCH DESIGN

A research design refers to the structured set of methods and techniques chosen by a researcher
to effectively address a research problem. It involves planning the approaches to gather
necessary data and procedures for the study in a coherent manner. The design significantly
influences the reliability of the findings, serving as the foundation of the research process. It
guides the analysis using specific techniques and outlines the researcher's overall strategy for
conducting the study systematically. This encompasses sampling design, data collection,
measurement, and analysis. In this particular study, an exploratory design was employed,
utilizing surveys and literature reviews to define the research problem, identify variables,
formulate hypotheses, and conduct analysis..

4.4 SOURCES OF DATA

The primary source of data were used for collecting data in this study. Data was collected
through a structured questionnaire. Questionnaire was being circulated through Google forms
to the consumers using FMCG products .

4.5 POPULATION

Population refers to the group of people from which a statistical sample is taken for a research.
The population of this study are the consumers using FMCG PRODUCTS .

4.6 SAMPLE SIZE

Sample size refers to the number of individuals or observations that are included in a study or
experiment. According to sample size required was (number of items*10) so 192 were taken
for the study.
4.7 SAMPLING METHOD

The sampling method used in this study is Purposive sampling. Purposive sampling is a
sampling strategy in which the researcher selects members of the population to take part inthe
study based on his or her own judgement.

4.8 METHOD OF DATA COLLECTION

A structured questionnaire was used for collecting data. The questionnaire was circulated
through Google forms and collected data from 192 respondents. The questionnaire was
distributed among the consumers who are using FMCG products.

4.9 DRAFTING A QUESTIONNAIRE

The questionnaire consisted of a total of 19questions. The dependent and independent variables that
were used for the analysis were used to frame the questions. The responses were collected on a 5 point
Likert scale.

4.10 DATA ANALYSIS TECHNIQUES

The collected data then were sorted and arranged into a Master table for data analysis. The data
analysis techniques depend on the objectives of the study. The data was analyzed and
interpreted using statistical software SPSS software. To investigate sample data and assess
model fit , this study employs process macro. Process macro typically refers to a
predefined set of instruction or commands that automate a series of data processing or
analysis steps .
 CHAPTER 5
DATAANALYSIS

5.1 DEMOGRAPHIC ANALYSIS

Table 5.1.1: Demographic Analysis

Demographic Analysis Frequency Percent

Female 240 62.0

Gender Male 127 32.8

Prefer not to say 18 4.7

18-25 154 39.8

25-40 125 32.3
41-50 65 16.8
Age
50 Above 39 10.1

Below 18 2 0.5

• Below one lakhs 177 45.7

• 1-3lakhs
Income 2 1.3
Level:
• 3-5 lakhs 188 48.6
Above 5lakhs
15 3.9

Gender
The majority of respondents were female (n = 240, 62%), followed by male (n = 127, 32.8%),
and a small number who preferred not to say (n = 18, 4.7%).

Age
The largest age group was 18-25 years old (n = 154, 39.8%), followed by 25-40 years old (n =
125, 32.3%), 41-50 years old (n = 65, 16.8%), and 50 years old and above (n = 39, 10.1%).
There were also a small number of participants under 18 years old (n = 2, 0.5%).

Income Level
The most common income level was a below one lakhs (n = 188, 48.6%), followed by a 2-
3lakhs (n = 177, 45.7%) and 3-5lakhs (n = 15, 3.9%). A smaller number of respondents reported
having high school or below (n = 2, 1.3%).
 5.2 REGRESSION ANALYSICS

By Linear regression analysis, the variables immersive campaign and purchase decision
ishows a significant value which depicts that the immersive campaign is influenced by
purchase decision .
From the results of simple linear regression analysis, we find that the model is significant (p-
value =.000) The coefficient of Determination (Adjusted R square is 0. 53which means that
53%) variance in immersive camapign is explained by purchase decision and the beta
coefficient is 0.733.
Reliability of Variables

Variables Cronbach’s alpha No. of items

IMMERSIVE .800 4

CAMPAIGN (
independent variable )

PURCHASE DECISION .903 5

( dependent variable )

USER EXPERIENCE ( .867 4

mediating variable )

CUSTOMER .8 4
ENGAGEMENT (
mediating variable
By linear regression analysis, the variables green perception and green skepticism
shows a significant value. From this, it is found out that Green perception is
impacted by Green skepticism.
From the result significant (p-value =.000) The coefficient of Determination (Adjusted
R square is 0.66 which means that 66%) variance in immersive campaign to
purchase decision and the beta coefficient is 0.785.

.
From simple linear regressions analysis, it is found that there is a significant relationship
between immersive campaign and purchase decision.
From the results, significant (p-value =.000) The coefficient of Determination (Adjusted R
square is 0.662 which means that 66%) variance in immersive campaign and purchase
decision and the beta coefficient is 0.813.
 Mediation analysis using Process Macro Model 4, we can find that there is a
direct effect on immersive campaign on purchase decision and there is
indirect effect of customer engagement on immersive campaign and
purchase decision.
Direct effect of X (immersive campaign ) on Y (purchase decision) is 0.512
Indirect effect of M(customer engagement) of X on Y is 0.231
LLCI( Lower Limit Confidence Interval) is 0.178 for and ULCI(Upper Limit
Confidence Interval) is 0.545 for direct effect of X on Y
BootLLCI( Bootstrap Lower Limit Confidence Interval) is 0.1206for and
BootULCI( Bootstrap Upper Limit
Confidence Interval) is 0.3355 for indirect effect of X on Y
Both LLCI and ULCI are in positive direction, thus it is significant
.
CHAPTER 6
FINDINGS AND SUGGESTIONS

• Through review of the literatures many study was conducted on the variable factors
such as environmental factors , consumer behaviour , product quality . there study tries
to know how the immersive campaign and purchase decision iinfluences consumer
purchase intention .
• To assess the reliability of each factor, Cronbach’s alpha was conducted. The
Cronbach’s alpha coefficient of the variables immersive campaign and purchase
decision are more significant than 0.6, which indicates that the question items set for
each variable in the questionnaire have good credibility.
• The results of simple linear regression analysis, we find that the model is significant
(p-value =.000) The coefficient of Determination (Adjusted R square is 0. 66which
means that 66%) variance in green washing perception is explained by Green
purchasing intention and the beta coefficient is 0.813.

• By linear regression analysis, the variables immersive campaign and purchase

decision shows a significant value. From this, it is found out that immersive campaign
is impacted by purchase decision.

 From the result significant (p-value =.000) The coefficient of Determination

(Adjusted R square is 0.66 which means that 66%) variance in immersive
campaign to purchase decision and the beta coefficient is 0.813.
REFERENCES

Adeola, O., Evans, O., Ndubuisi Edeh, J. and Adisa, I., 2022. The future of marketing: artificial
intelligence, virtual reality, and neuromarketing. Marketing Communications and Brand Development in
Emerging Economies Volume I: Contemporary and Future Perspectives, pp.253-280.

Ahn, S.J., 2015. Incorporating immersive virtual environments in health promotion campaigns: A
construal
level theory approach. Health communication, 30(6), pp.545-556.

Ambika, A., Shin, H. and Jain, V., 2023. Immersive technologies and consumer behavior: A systematic
review of two decades of research. Australian Journal of Management, 48(p)111-114.

Arunchoknumlap, P. and Jonpradit, S., 2023. THE IMPACT OF AUGMENTED REALITY (AR)
ADVERTISING ON CONSUMER BEHAVIOR: A COMPARATIVE STUDY OF TRADITIONAL
AND IMMERSIVE MARKETING APPROACHES. , pp.91-104

Baddam, P.R., 2022. Revolutionizing Customer Experience through Innovative Digital Marketing
Approaches. Global Disclosure of Economics and Business, 11(2), pp.71-86.

Bajpai, A. and Islam, T., 2022. Impact of augmented reality marketing on customer engagement,
behavior,
loyalty, and buying decisions. Cardiometry, (23), pp.545-553.

Barnes, S., 2016. Understanding virtual reality in marketing: Nature, implications and potential.
Implications and Potential (November 3, 2016).

Bozzelli, G., Raia, A., Ricciardi, S., De Nino, M., Barile, N., Perrella, M., Tramontano, M., Pagano, A.
and Palombini, A., 2019. An integrated VR/AR framework for user-centric interactive experience of
cultural heritage: The ArkaeVision project. Digital Applications in Archaeology and Cultural Heritage,
15, p.0-124.

Brengman, M., Willems, K. and De Gauquier, L., 2022. Customer engagement in multi-sensory virtual
reality
advertising: the effect of sound and scent congruence. Frontiers in Psychology, 13, p.747456.

Breves, P., 2020. Bringing people closer: The prosocial effects of immersive media on users’ attitudes and
behavior. Nonprofit and Voluntary Sector Quarterly, 49(5), pp.1015-1034.

Cai, N., 2020. How experiential marketing uses technology to increase customer engagement in retail

stores? (Doctoral dissertation)p 11-165.

de Regt, A., Plangger, K. and Barnes, S.J., 2021. Virtual reality marketing and customer advocacy:
Transforming experiences from story-telling to story-doing. Journal of Business Research, 136, pp.513-
522.

Dincelli, E. and Yayla, A., 2022. Immersive virtual reality in the age of the Metaverse: A hybrid-
narrative review based on the technology affordance perspective. The Journal of Strategic Information
Systems, 31(2), p.101-717.

Frechette, C., Diasio, S., Luckett, M., Trocchia, P.J. and Natali, S., 2023. Immersive Technology as a
Social Marketing Tool: Exploring the Impact of 360-Video & Virtual Reality on Intent to Help and
Attitudes Toward the Homeless. Social Marketing Quarterly, 29(1), pp.45-66.

Gopakumar, S. and Dananjayan, M.P., 2023. Augmented reality in modern marketing: The ultimate
solution to engage the digitally overwhelmed, budget-conscious audience?. Journal of Information
Technology Teaching Cases, p.204-556
Lombart, C., Millan, E., Normand, J.M., Verhulst, A., Labbé-Pinlon, B. and Moreau, G., 2019.
Consumer perceptions and purchase behavior toward imperfect fruits and vegetables in an immersive
virtual reality grocery store. Journal of Retailing and Consumer Services, 48, pp.28-40.
Prodea, B.M. and Constantin, C.P., 2023. ENHANCING MARKETING STRATEGIES WITH
AUGMENTED REALITY: AN EMPIRICAL STUDY ON CONSUMER CHOICE. JOURNAL OF
SMART ECONOMIC GROWTH, 8(1), pp.55-67.
Violante, M.G., Vezzetti, E. and Piazzolla, P., 2019. How to design a virtual reality experience that
impacts the consumer engagement: the case of the virtual supermarket. International Journal on
Interactive Design and Manufacturing (IJIDeM), 13, pp.243-262.
Zafar, A.U., Shen, J., Shahzad, M. and Islam, T., 2021. Relation of impulsive urges and sustainable
purchase decisions
in the personalized environment of social media. Sustainable Production and Consumption, 25, pp.591-
603.
Adeola, O., Evans, O., Ndubuisi Edeh, J. and Adisa, I., 2022. The future of marketing: artificial
intelligence, virtual reality, and neuromarketing. Marketing Communications and Brand Development in
Emerging Economies Volume I: Contemporary and Future Perspectives, pp.253-280.

Gopakumar, S. and Dananjayan, M.P., 2023. Augmented reality in modern marketing: The ultimate
solution to engage the digitally overwhelmed, budget-conscious audience?. Journal of Information
Technology Teaching Cases, p.204-556

Gupta, R. and Nair, K., 2021. Customer engagement and brand communication strategies during covid-19.
International Journal of Entrepreneurship, 25, pp.1-6.

Hollebeek, L.D., Clark, M.K., Andreassen, T.W., Sigurdsson, V. and Smith, D., 2020. Virtual reality
through the customer journey: Framework and propositions. Journal of Retailing and Consumer Services,
55, p.102056.

Hsiao, S.H., Wang, Y.Y. and Lin, T.L., 2024. The impact of low-immersion virtual reality on product
sales:
Insights from the real estate industry. Decision Support Systems, 178, p.114131.

Islam, A., 2020. The Impact of Augmented Reality Advertisement on Customer Engagement in the Era of
Connnected Consumers. In Handbook of Research on Innovations in Technology and Marketing for the
Connected Consumer (pp. 289-314). IGI Global.

Jha, A., 2023. Immersive Marketing on Metaverse: Development of Metrics for Performance Analysis
and Security-Related
Challenges. In Confronting Security and Privacy Challenges in Digital Marketing (pp. 267-289). IGI
Global.

Kleinlogel, E.P., Mast, M.S., Renier, L.A., Bachmann, M. and Brosch, T., 2023. Immersive virtual reality
helps to promote pro-
environmental norms, attitudes and behavioural strategies. Cleaner and Responsible Consumption, 8,
p.100-105.

Kostyk, A. and Sheng, J., 2023. VR in customer-centered marketing: Purpose-driven design. Business
Horizons, 66(2), pp.225- 236.

Krishnadas, R., 2021. Understanding Customer Engagement and Purchase Behavior in Automobiles: The
Role of Digital
Technology. In Handbook of Research on Technology Applications for Effective Customer Engagement
(pp. 1-13). IGI Global.

Lee, Y.J., Zhao, W. and Chen, H., 2021. Consumer response to virtual CSR experiences. Journal of
Current Issues & Research in
Advertising, 42(1), pp.102-122.

Lemos, J., 2023. Storytelling in Augmented Reality: Challenges And Possibilities For Immersive Digital
Marketing (Doctoral
dissertation, Dublin Business School).

Levstek, M., Papworth, S., Woods, A.T., Archer, L., Arshad, I., Dodds, K., Holdstock, J.S., Bennett, J.
and Dalton, P., Immersive Storytelling for Pro-Environmental Behaviour Change: The Green Planet
Augmented Reality Experience. Available at SSRN 4730094.

Liu, R., Balakrishnan, B. and Saari, E.M., 2024. The Impact of Augmented Reality (AR) Technology on
Consumers' Purchasing Decision Processes. Frontiers in Business, Economics and Management, 13(2),
pp.181-185.

Lombart, C., Millan, E., Normand, J.M., Verhulst, A., Labbé-Pinlon, B. and Moreau, G., 2019. Consumer
perceptions and purchase behavior toward imperfect fruits and vegetables in an immersive virtual reality
grocery store. Journal of Retailing and Consumer Services, 48, pp.28-40.

Mirbagheri, S. and Najmi, M., 2019. Consumers' engagement with social media activation campaigns:
Construct conceptualization and scale development. Psychology & marketing, 36(4), pp.376-394.

Parong, J. and Mayer, R.E., 2021. Learning about history in immersive virtual reality: does immersion
facilitate learning?.
Educational Technology Research and Development, 69(3), pp.1433-1451.

Pathak, K. and Prakash, G., 2023. Exploring the role of augmented reality in purchase intention: Through
flow and immersive experience. Technological Forecasting and Social Change, 196(2) 122-125.
Polina, M., 2018. Immersive journalism: User experience of virtual reality storytelling.P117-156

Prodea, B.M. and Constantin, C.P., 2023. ENHANCING MARKETING STRATEGIES WITH
AUGMENTED REALITY: AN EMPIRICAL
STUDY ON CONSUMER CHOICE. JOURNAL OF SMART ECONOMIC GROWTH, 8(1), pp.55-67.

Raajpoot, N. and Ghilni-Wage, B., 2019. Impact of customer engagement, brand attitude and brand
experience on branded
apps recommendation and re-use intentions. Atlantic Marketing Journal, 8(1), p.3.

Razak, I., 2024. Augmented reality marketing: enhancing customer experience through latest technology.
Jurnal Multidisiplin
Sahombu, 4(01), pp.10-17.

Scholz, J. and Smith, A.N., 2016. Augmented reality: Designing immersive experiences that maximize
consumer engagement. Business Horizons, 59(2) pp.149-161.

Smith, J.W., 2015. Immersive virtual environment technology to supplement environmental perception,
preference and behavior research: a review with applications. International journal of environmental
research and public health, 12(9), pp.11486-11505.

Sung, E., Han, D.I.D. and Choi, Y.K., 2022. Augmented reality advertising via a mobile app. Psychology
& Marketing, 39(3), pp.543-558.

Sung, E.C., 2021. The effects of augmented reality mobile app advertising: Viral marketing via shared
social experience. Journal
of Business Research, 122, pp.75-87.

Susanti, P.H., Purnantara, I.M.H. and Wardana, M.A., 2023. Revitalizing Customer Experience through
the Internet of Things: Integrating Customer Engagement and Campaign Effectiveness. Escalate:
Economics and Business Journal, 1(01), pp.26-37.

Violante, M.G., Vezzetti, E. and Piazzolla, P., 2019. How to design a virtual reality experience that
impacts the consumer engagement: the case of the virtual supermarket. International Journal on
Interactive Design and Manufacturing (IJIDeM), 13, pp.243-262.

Wang, R., Bush-Evans, R., Arden-Close, E., Bolat, E., McAlaney, J., Hodge, S., Thomas, S. and Phalp,
K., 2023. Transparency in persuasive technology, immersive technology, and online marketing:
Facilitating users’ informed decision making and practical implications. Computers in Human Behavior,
139, p.107545.

Zafar, A.U., Shen, J., Shahzad, M. and Islam, T., 2021. Relation of impulsive urges and sustainable
purchase decisions in the personalized environment of social media. Sustainable Production and
Consumption, 25, pp.591-603.
 CHAPTER 6
FINDINGS AND SUGGESTIONS

 Through review of the literatures many study was conducted on the variable factors such
as environmental factors , consumer behaviour , product quality . there study tries to know
how the immersive campaign and purchase decision influrnce customer engagement
 To assess the reliability of each factor, Cronbach’s alpha was conducted. The Cronbach’s
alpha coefficient of the variables immersive campaign and purchase decision are more
significant than 0.6, which indicates that the question items set for each variable in the
questionnaire have good credibility.
 The results of simple linear regression analysis, we find that the model is significant (p-
value =.000) The coefficient of Determination (Adjusted R square is 0. 53which means that
53%) variance in immersive campaign is explained by purchase decision and the beta
coefficient is 0.813.

 By linear regression analysis, the variables user experience and customer engagement
shows a significant value. From this, it is found out that immersive campaign is
impacted by purchase decision.
From the result significant (p-value =.000) The coefficient of Determination (Adjusted R
square is 0.66 which means that 66%) variance in green perception to green skepticism and
the beta coefficient is 0.785.
 CHAPTER 7
CONCLUSION

From the findings, it can be concluded that immersive campaign and purchase
decision has a direct impact and customer engagement and user experience has
a indirect impact on immersive campaign and purchase decision , since both the
LLCI and ULCI values are positive and significant, customer engagement has a
partial mediation on immersive campaign and purchase decision . Thus it can be
concluded that customer engagement and user experience has an effect
▶
onimmersive campaign and purchase decision among FMCG products .
 CHAPTER 7
CONCLUSION

▶ From the findings, it can be concluded that green washing perception and green
purchase intention has a direct impact and green skepticim has a indirect impact on
green washing perception and green purchasing intention , since both the LLCI and
ULCI values are positive and significant, green skepticism has a partial mediation on
green washing perception and green purchasing intention . Thus it can be concluded that
green skepticism has an effect on green washing perception and green purchasing
intention among personal body care products .
REFERENCES

▶ Adil, M., Parthiban, E.S., Mahmoud, H.A., Wu, J.Z., Sadiq, M. and Suhail, F., 2024.
Consumers’ Reaction to Greenwashing in the Saudi Arabian Skincare Market: A
Moderated Mediation Approach. Sustainability, 16(4), p.1652.
▶ Aji, H.M. and Sutikno, B., 2015. The extended consequence of greenwashing: Perceived
consumer skepticism. International Journal of Business and Information, 10(4), p.433.
▶ Akturan, U., 2018. How does greenwashing affect green branding equity and purchase
intention? An empirical research. Marketing Intelligence & Planning, 36(7), pp.809-824.
▶ Arli, D., Tan, L.P., Tjiptono, F. and Yang, L., 2018. Exploring consumers’ purchase
intention towards green products in an emerging market: The role of consumers’
perceived readiness. International journal of consumer studies, 42(4), pp.389-401.
▶ Arouri, M., El Ghoul, S. and Gomes, M., 2021. Greenwashing and product market
competition. Finance Research Letters, 42, p.101927.

▶ Boechat, A.C., Baptista, N. and dos Reis Torgal, M., 2024. When Sustainability Goes
Wrong: A Critical Perspective About Consumer Behaviour, Greenwashing, and its
Impact on Sustainability. Effective Digital Marketing for Improving Society Behavior
Toward DEI and SDGs, pp.242-262.
▶ Braga, S., Martínez, M.P., Correa, C.M., Moura-Leite, R.C. and Da Silva, D., 2019.
Greenwashing effect, attitudes, and beliefs in green consumption. RAUSP Management
Journal, 54, pp.226-241.
▶ Chen, P. and Dagestani, A.A., 2023. Greenwashing behavior and firm value–From the
perspective of board characteristics. Corporate Social Responsibility and Environmental
Management.
▶ Chen, Y.S., Huang, A.F., Wang, T.Y. and Chen, Y.R., 2020. Greenwash and green
purchase behaviour: the mediation of green brand image and green brand loyalty. Total
Quality Management & Business Excellence, 31(1-2), pp.194-209.
▶ Boechat, A.C., Baptista, N. and dos Reis Torgal, M., 2024. When Sustainability Goes
Wrong: A Critical Perspective About Consumer Behaviour, Greenwashing, and its
Impact on Sustainability. Effective Digital Marketing for Improving Society Behavior
Toward DEI and SDGs, pp.242-262.
▶ Braga, S., Martínez, M.P., Correa, C.M., Moura-Leite, R.C. and Da Silva, D., 2019.
Greenwashing effect, attitudes, and beliefs in green consumption. RAUSP Management
Journal, 54, pp.226-241.
▶ Chen, P. and Dagestani, A.A., 2023. Greenwashing behavior and firm value–From the
perspective of board characteristics. Corporate Social Responsibility and Environmental
Management.
▶ Chen, Y.S., Huang, A.F., Wang, T.Y. and Chen, Y.R., 2020. Greenwash and green
purchase behaviour: the mediation of green brand image and green brand loyalty. Total
Quality Management & Business Excellence, 31(1-2), pp.194-209.
▶ Chen, P. and Dagestani, A.A., 2023. Greenwashing behavior and firm value–From the
perspective of board characteristics. Corporate Social Responsibility and
Environmental Management.
▶ De Jong, M.D., Harkink, K.M. and Barth, S., 2018. Making green stuff? Effects of
corporate greenwashing on consumers. Journal of business and technical
communication, 32(1), pp.77-112.
▶ de Jong, M.D., Huluba, G. and Beldad, A.D., 2020. Different shades of greenwashing:
Consumers’ reactions to environmental lies, half-lies, and organizations taking credit
for following legal obligations. Journal of business and technical communication,
34(1), pp.38-76.
▶ de Freitas Netto, S.V., Sobral, M.F.F., Ribeiro, A.R.B. and Soares, G.R.D.L., 2020.
Concepts and forms of greenwashing: A systematic review. Environmental Sciences
Europe, 32(1), pp.1-12.
▶ Chen, P. and Dagestani, A.A., 2023. Greenwashing behavior and firm value–From the
perspective of board characteristics. Corporate Social Responsibility and
Environmental Management.
▶ De Jong, M.D., Harkink, K.M. and Barth, S., 2018. Making green stuff? Effects of
corporate greenwashing on consumers. Journal of business and technical
communication, 32(1), pp.77-112.
▶ de Jong, M.D., Huluba, G. and Beldad, A.D., 2020. Different shades of greenwashing:
Consumers’ reactions to environmental lies, half-lies, and organizations taking credit
for following legal obligations. Journal of business and technical communication,
34(1), pp.38-76.
▶ de Freitas Netto, S.V., Sobral, M.F.F., Ribeiro, A.R.B. and Soares, G.R.D.L., 2020.
Concepts and forms of greenwashing: A systematic review. Environmental Sciences
Europe, 32(1), pp.1-12.
▶ Chen, P. and Dagestani, A.A., 2023. Greenwashing behavior and firm value–From the
perspective of board characteristics. Corporate Social Responsibility and
Environmental Management.
▶ De Jong, M.D., Harkink, K.M. and Barth, S., 2018. Making green stuff? Effects of
corporate greenwashing on consumers. Journal of business and technical
communication, 32(1), pp.77-112.
▶ de Jong, M.D., Huluba, G. and Beldad, A.D., 2020. Different shades of greenwashing:
Consumers’ reactions to environmental lies, half-lies, and organizations taking credit
for following legal obligations. Journal of business and technical communication,
34(1), pp.38-76.
▶ de Freitas Netto, S.V., Sobral, M.F.F., Ribeiro, A.R.B. and Soares, G.R.D.L., 2020.
Concepts and forms of greenwashing: A systematic review. Environmental Sciences
Europe, 32(1), pp.1-12.
▶ Guerreiro, J. and Pacheco, M., 2021. How green trust, consumer brand engagement and
green word-of-mouth mediate purchasing intentions. Sustainability, 13(14), p.7877.
▶ Guo, R., Tao, L., Li, C.B. and Wang, T., 2017. A path analysis of greenwashing in a
trust crisis among Chinese energy companies: The role of brand legitimacy and brand
loyalty. Journal of Business Ethics, 140, pp.523-536.
▶ Ghitti, M., Gianfrate, G. and Palma, L., 2023. The agency of greenwashing. Journal of
Management and Governance, pp.1-37.
▶ Huong, N.P.Q. and Tri, H.M., 2023. The Relationship Between Religiosity To Green
 Purchase Under The Effect Of Emotional Factor And Greenwashing Factor. HO CHI
MINH CITY OPEN UNIVERSITY JOURNAL OF SCIENCE-ECONOMICS AND
BUSINESS ADMINISTRATION, 13(2
▶ Hameed, I., Hyder, Z., Imran, M. and Shafiq, K., 2021. Greenwash and green purchase
behavior: An environmentally sustainable perspective. Environment, Development and
Sustainability, pp.1-22.
▶ Harlan, T., 2021. Green development or greenwashing? A political ecology perspective
on China’s green Belt and Road. Eurasian Geography and Economics, 62(2), pp.202-
226
▶ Kaur, J., Bhudhiraja, K. and Gupta, N., 2023, February. Impact of green washing on
consumers and businesses. In Proceedings of the 1st International Conference on
Application of AI and Statistical Decision Making for the Business World, ICASDMBW
2022, 16-17 December 2022, Delhi, India.
▶ Kahraman, A. and Kazançoğlu, İ., 2019. Understanding consumers' purchase intentions
toward natural‐claimed products: A qualitative research in personal care products.
Business Strategy and the Environment, 28(6), pp.1218-1233.
▶ Kwon, K., Lee, J., Wang, C. and Diwanji, V.S., 2024. From green advertising to
greenwashing: content analysis of global corporations’ green advertising on social
media. International Journal of Advertising, 43(1), pp.97-124.
▶ Li, X., Li, J. and Shen, Q., 2024. Infection mechanism of greenwashing behavior of
construction material enterprises under multi-agent interaction. Developments in the
Built Environment, 17, p.100321.
▶ Luo, B., Sun, Y., Shen, J. and Xia, L., 2020. How does green advertising skepticism on
social media affect consumer intention to purchase green products?. Journal of
Consumer Behaviour, 19(4), pp.371-381.
▶ Majeed, S., Kim, W.G. and Kim, T., 2023. Perceived green psychological benefits and
customer pro-environment behavior in the value-belief-norm theory: The moderating
role of perceived green CSR. International Journal of Hospitality Management, 113,
p.103502.
▶ Manili, J., 2024. Optimism and voluntary disclosure: A theory of corporate
greenwashing. Available at SSRN 4704323.
▶ Nguyen, T.T.H., Yang, Z., Nguyen, N., Johnson, L.W. and Cao, T.K., 2019.
Greenwash and green purchase intention: The mediating role of green skepticism.
Sustainability, 11(9), p.2653.
▶ Patil, A., Rahim, A.A., Spoorthi, R., Bhatia, N., Upadhyay, T. and Rahul, K., 2024.
Analyzing the Impact and Influence of Green Marketing Communication in
Consumers' Green Purchase Behaviour. Journal of Informatics Education and
Research, 4(1).
▶ Pimonenko, T., Bilan, Y., Horák, J., Starchenko, L. and Gajda, W., 2020. Green brand
of companies and greenwashing under sustainable development goals. Sustainability,
12(4), p.1679.
▶ Qayyum, A., Jamil, R.A. and Sehar, A., 2023. Impact of green marketing,
greenwashing and green confusion on green brand equity. Spanish Journal of
Marketing-ESIC, 27(3), pp.286-305.
▶ Rahman, S.U. and Nguyen‐Viet, B., 2023. Towards sustainable development: Coupling
green marketing strategies and consumer perceptions in addressing greenwashing.
Business Strategy and the Environment, 32(4), pp.2420-2433.
▶ Rahman, I., Park, J. and Chi, C.G.Q., 2015. Consequences of “greenwashing”:
 Consumers’ reactions to hotels’ green initiatives. International Journal of
Contemporary Hospitality Management, 27(6), pp.1054-1081Patil, A., Rahim, A.A.,
Spoorthi, R., Bhatia, N., Upadhyay, T. and Rahul, K., 2024. Analyzing the Impact and
Influence of Green Marketing Communication in Consumers' Green Purchase
Behaviour. Journal of Informatics Education and Research, 4(1).
▶ Pimonenko, T., Bilan, Y., Horák, J., Starchenko, L. and Gajda, W., 2020. Green brand
of companies and greenwashing under sustainable development goals. Sustainability,
12(4), p.1679.
▶ Qayyum, A., Jamil, R.A. and Sehar, A., 2023. Impact of green marketing,
greenwashing and green confusion on green brand equity. Spanish Journal of
Marketing-ESIC, 27(3), pp.286-305.
▶ Rahman, S.U. and Nguyen‐Viet, B., 2023. Towards sustainable development: Coupling
green marketing strategies and consumer perceptions in addressing greenwashing.
Business Strategy and the Environment, 32(4), pp.2420-2433.
▶ Rahman, I., Park, J. and Chi, C.G.Q., 2015. Consequences of “greenwashing”:
Consumers’ reactions to hotels’ green initiatives. International Journal of
Contemporary Hospitality Management, 27(6), pp.1054-1081Patil, A., Rahim, A.A.,
Spoorthi, R., Bhatia, N., Upadhyay, T. and Rahul, K., 2024. Analyzing the Impact and
Influence of Green Marketing Communication in Consumers' Green Purchase
Behaviour. Journal of Informatics Education and Research, 4(1).
▶ Pimonenko, T., Bilan, Y., Horák, J., Starchenko, L. and Gajda, W., 2020. Green brand
of companies and greenwashing under sustainable development goals. Sustainability,
12(4), p.1679.
▶ Qayyum, A., Jamil, R.A. and Sehar, A., 2023. Impact of green marketing,
greenwashing and green confusion on green brand equity. Spanish Journal of
Marketing-ESIC, 27(3), pp.286-305.
▶ Rahman, S.U. and Nguyen‐Viet, B., 2023. Towards sustainable development: Coupling
green marketing strategies and consumer perceptions in addressing greenwashing.
Business Strategy and the Environment, 32(4), pp.2420-2433.
▶ Rahman, I., Park, J. and Chi, C.G.Q., 2015. Consequences of “greenwashing”:
Consumers’ reactions to hotels’ green initiatives. International Journal of
Contemporary Hospitality Management, 27(6), pp.1054-1081
▶ Rahman, S.U. and Nguyen‐Viet, B., 2023. Towards sustainable development: Coupling
green marketing strategies and consumer perceptions in addressing greenwashing.
Business Strategy and the Environment, 32(4), pp.2420-2433.
▶ Rahmani, S., 2021. Effects of greenwashing perception on green purchasing intentions:
The mediating role of green word-of-mouth and moderating role of green concern.
Journal of Cleaner Production, 187, pp.740-750.
▶ Rahmani, S. and Nguyen‐Viet, B., 2023. Towards sustainable development: Coupling
green marketing strategies and consumer perceptions in addressing greenwashing.
Business Strategy and the Environment, 32(4), pp.2420-2433.
▶ Ruíz‐Blanco, S., Romero, S. and Fernández‐Feijóo, B., 2022. Green, blue or black, but
washing–What company characteristics determine greenwashing?. Environment,
Development and Sustainability, pp.1-22.
▶ Santos, C., Coelho, A. and Marques, A., 2023. The greenwashing effects on corporate
reputation and brand hate, through environmental performance and green perceived
risk. Asia-Pacific Journal of Business Administration.
▶ Rahman, S.U. and Nguyen‐Viet, B., 2023. Towards sustainable development: Coupling
 green marketing strategies and consumer perceptions in addressing greenwashing.
Business Strategy and the Environment, 32(4), pp.2420-2433.
▶ Rahmani, S., 2021. Effects of greenwashing perception on green purchasing intentions:
The mediating role of green word-of-mouth and moderating role of green concern.
Journal of Cleaner Production, 187, pp.740-750.
▶ Rahmani, S. and Nguyen‐Viet, B., 2023. Towards sustainable development: Coupling
green marketing strategies and consumer perceptions in addressing greenwashing.
Business Strategy and the Environment, 32(4), pp.2420-2433.
▶ Ruíz‐Blanco, S., Romero, S. and Fernández‐Feijóo, B., 2022. Green, blue or black, but
washing–What company characteristics determine greenwashing?. Environment,
Development and Sustainability, pp.1-22.
▶ Santos, C., Coelho, A. and Marques, A., 2023. The greenwashing effects on corporate
reputation and brand hate, through environmental performance and green perceived
risk. Asia-Pacific Journal of Business Administration.
▶ Seele, P. and Gatti, L., 2017. Greenwashing revisited: In search of a typology and
accusation‐based definition incorporating legitimacy strategies. Business Strategy and
the Environment, 26(2), pp.239-252.
▶ Szabo, S. and Webster, J., 2021. Perceived greenwashing: the effects of green
marketing on environmental and product perceptions. Journal of business ethics, 171,
pp.719-739.
▶ von Flüe, L., Efferson, C. and Vogt, S., 2024. Green preferences sustain greenwashing:
challenges in the cultural transition to a sustainable future. Philosophical Transactions
of the Royal Society B, 379(1893), p.20220268.
▶ Wachsmuth, D. and Angelo, H., 2023. Greenwashing and greywashing: New
ideologies of nature in urban sustainability policy. In Turning up the heat (pp. 284-
301). Manchester University Press.
▶ Wang, H., 2024. Antecedent and consequences of sustainability employee’s perception
of greenwashing: the role of ethical incentive. Environment, Development and
Sustainability, pp.1-24.
▶ Seele, P. and Gatti, L., 2017. Greenwashing revisited: In search of a typology and
accusation‐based definition incorporating legitimacy strategies. Business Strategy and
the Environment, 26(2), pp.239-252.
▶ Szabo, S. and Webster, J., 2021. Perceived greenwashing: the effects of green
marketing on environmental and product perceptions. Journal of business ethics, 171,
pp.719-739.
▶ von Flüe, L., Efferson, C. and Vogt, S., 2024. Green preferences sustain greenwashing:
challenges in the cultural transition to a sustainable future. Philosophical Transactions
of the Royal Society B, 379(1893), p.20220268.
▶ Wachsmuth, D. and Angelo, H., 2023. Greenwashing and greywashing: New
ideologies of nature in urban sustainability policy. In Turning up the heat (pp. 284-
301). Manchester University Press.
▶ Wang, H., 2024. Antecedent and consequences of sustainability employee’s perception
of greenwashing: the role of ethical incentive. Environment, Development and
Sustainability, pp.1-24.
▶ Seele, P. and Gatti, L., 2017. Greenwashing revisited: In search of a typology and
accusation‐based definition incorporating legitimacy strategies. Business Strategy and
the Environment, 26(2), pp.239-252.
▶ Szabo, S. and Webster, J., 2021. Perceived greenwashing: the effects of green
marketing on environmental and product perceptions. Journal of business ethics, 171,
pp.719-739.
▶ von Flüe, L., Efferson, C. and Vogt, S., 2024. Green preferences sustain greenwashing:
challenges in the cultural transition to a sustainable future. Philosophical Transactions
of the Royal Society B, 379(1893), p.20220268.
▶ Wachsmuth, D. and Angelo, H., 2023. Greenwashing and greywashing: New
ideologies of nature in urban sustainability policy. In Turning up the heat (pp. 284-
301). Manchester University Press.
▶ Wang, H., 2024. Antecedent and consequences of sustainability employee’s perception
of greenwashing: the role of ethical incentive. Environment, Development and
Sustainability, pp.1-24.
▶ Wu, Y., Zhang, K. and Xie, J., 2020. Bad greenwashing, good greenwashing:
Corporate social responsibility and information transparency. Management Science,
66(7), pp.3095-3112.
▶ Yildirim, S., 2023. Greenwashing: a rapid escape from sustainability or a slow
transition?. LBS Journal of Management & Research.
▶ Zhang, K., Pan, Z., Janardhanan, M. and Patel, I., 2023. Relationship analysis between
greenwashing and environmental performance. Environment, Development and
Sustainability, 25(8), pp.7927-7957.
▶ Zhang, L., Li, D., Cao, C. and Huang, S., 2018. The influence of greenwashing
perception on green purchasing intentions: The mediating role of green word-of-mouth
and moderating role of green concern. Journal of Cleaner Production, 187, pp.740-750.
▶ Zhang, Y., Liu, J. and Li, X., 2024. Value delivery in green consumption: the effect of
advertisement value proposition on consumer perception and purchase intention.
Frontiers in Psychology, 15.