Impact of Augmented Reality (AR) and Virtual Reality (VR) on Purchase Decision Towards Fashion Clothing for Enhancing Experience and Sustainability
K. S. Ganesha, G. Jeevarathanam · 2025
The confluence of Augmented Reality (AR) and Virtual Reality (VR) into fashion retailing is changing the face of consumer shopping behavior, largely driving purchase decisions and inducing sustainable fashion technology. These ways of shopping experience enhance the interaction, usability, and satisfaction and lower the return rates of the products. AR/VR also helps sustainability by lowering the need for physical inventory, optimizing production, and promoting green shopping habits. With the industry moving increasingly towards digitalization, AR/VR opens doors for brands to enhance consumer interaction while complying with sustainable business practices. This study provides useful knowledge to fashion retailers on utilizing immersive technologies for enabling the purchase decision of the consumer, supporting sustainable shopping behaviors, and driving fashion retail innovation.