Enhancing Consumer Perception through Augmented Reality in Sustainable Beverage Packaging: Evidence from a Quasi-Experimental Study

Abstract

Packaging plays an important role in communicating product value and influencing consumers' purchasing decisions. However, although sustainable packaging offers environmental benefits, it may not effectively communicate its sustainability value to consumers. The increasing consumption of plastic packaging has contributed to environmental pollution, making paper-based packaging a more sustainable alternative in support of Sustainable Development Goal (SDG) 12. Therefore, this study examined whether augmented reality (AR)-enhanced paper-based beverage packaging improves consumers' perception, engagement, sustainability awareness, purchase intention, and preference for paper-based packaging. A mixed-method quasi-experimental design was employed involving 80 Generation X and Generation Y consumers in the Klang Valley. Participants were randomly assigned to either a control group using conventional plastic packaging or an experimental group using AR-enhanced paper-based packaging. The AR prototype incorporated interactive 3D content, videos, and sustainability messages delivered through a web-based AR application. Quantitative data were collected using a five-point Likert-scale questionnaire and analyzed using descriptive statistics and independent samples t-tests, while qualitative data from interviews and observations were analyzed thematically. The findings revealed significant differences (p < 0.05) between the two groups, with participants in the AR experimental group demonstrating more favorable perceptions, higher engagement, stronger purchase intention, greater sustainability awareness, and a stronger preference for paper-based packaging. These findings demonstrate that AR can transform sustainable packaging from a static container into an interactive sustainability communication medium, enhancing consumer engagement and supporting more sustainable purchasing behavior.