Introduction:
The amount of product-related information available that consumers can access for making purchases can be overwhelming, fostering the risk of unable consumers to make aware decisions. Augmented Reality (AR) technology represents a promising solution for reducing information overload, allowing consumers to actively select the information to consult. Additionally, AR-based shops can easily embed atmospheric qualities typical of physical stores, which are known to impact on the overall experience and on the final consumer choice. Specifically, biophilic design, which integrates natural elements into built environments, has been shown to enhance well-being and foster sustainable consumption. However, whether and how these effects can be replicated in immersive digital contexts remains uncertain.
Purpose:
This study examines how an AR-enhanced biophilic atmosphere affects consumer engagement, decision-making, and purchase choices in grocery shopping.
Method: The experimental setting encompassed an AR shop featuring a physical shelf on which interactive AR products were displayed. Thirty participants completed two sessions with Microsoft HoloLens 2: one enriched with biophilic cues (virtual plants, natural sounds) and one without additional atmospheric features. Each store offered organic and non-organic grocery products at individual prices. Participants received a €10 budget and were told they would obtain their chosen product(s) and any unspent money. Behavioural measures included shopping time, number of items purchased, and product choice. Eye-tracking recorded dwell time on product labels. Self-reports assessed store appeal, restorativeness, and revisit intention.
Results:
The biophilic environment increased shopping time, overall expenditure, and the selection of organic products. Eye-tracking data showed longer dwell time on product labels. Participants also reported higher store appeal, greater restorativeness, and stronger revisit intention.
Conclusions:
AR-driven biophilic design makes in-store shopping more engaging, while helping consumers make more informed and sustainable decisions. These findings are also promising for retailers, providing a real-time atmosphere of personalisation and supporting permanent retail spaces and temporary installations such as trade fairs.