The Role of Multisensory Augmented Reality (AR) Experience Factor in Enhancing Online Green Purchase Intention among Generation Z

Tan, Chin Wen (2025) The Role of Multisensory Augmented Reality (AR) Experience Factor in Enhancing Online Green Purchase Intention among Generation Z. Masters thesis, Tunku Abdul Rahman University of Management and Technology.

Text 31 Tan Chin Wen (MBA).pdf Restricted to Registered users only Download (2MB)

Abstract

The growing environmental impact of current consumption habits has led to increased interest in sustainable lifestyles and environmentally responsible consumer behaviour. However, despite greater awareness of environmental issues, the actual uptake of green products remains relatively low. This study used a quantitative and cross-sectional approach to explore how elements of multisensory augmented reality, specifically aesthetic quality, trialability, and interactivity, affect green purchase intention among Generation Z consumers in Malaysia. A total of 384 valid responses were collected using convenience and snowball sampling techniques. Among the augmented reality features, interactivity was identified as the strongest contributor to perceived value, followed by trialability and aesthetic quality. Perceived value showed a significant positive effect on green purchase intention, explaining 54.6 percent of the variance. Further analysis revealed that perceived value partially mediated the relationship between each of the three augmented reality features and green purchase intention. Perceived risk was also found to moderate the relationship between perceived value and green purchase intention, with higher perceived risk weakening this association. These findings highlight the central role of perceived value in converting augmented reality experiences into environmentally conscious purchasing decisions. The strong influence of interactivity suggests that engaging and immersive augmented reality features can enhance consumer value perceptions and encourage sustainable consumption. While the results provide useful insights within the Malaysian fashion context, future research should extend to other industries and cultural settings and adopt longitudinal methods to examine long-term behavioural outcomes. Keywords: Augmented Reality (AR), Green Purchase Intention, Generation Z, Perceived Value, Perceived Risk, Unified Theory of Acceptance and Use of Technology 2, Diffusion of Innovation Theory.