Digitalization as solution to environmental problems? When users rely on augmented reality-recommendation agents

This paper examines whether augmented reality-based recommendation agents (AR-RAs) in brick-and-mortar stores can inspire users to consider sustainability in their shopping decisions. The paper suggests a behavioral model covering the conditions under which consumers rely on AR-RA-delivered sustainability information. A shopping experiment with real products and the actual usage of AR-RAs confirms that consumers consider AR-RA-delivered sustainability information in their decision making. The more intensively consumers use AR-RAs, the more likely their shopping basket will include sustainable product options. However, this effect depends on boundary conditions; consumers are particularly prone to rely on AR-RAs for sustainability considerations as their digital device usages increases, but only when they are experienced in shopping sustainably, and if they consider technology to be a solution to environmental issues, a novel concept introduced as the technology-assolution belief. The paper provides guidance for retailers and directions for future AR research in retailing.