From Virtual Trials to Real Sustainability: Augmented Reality as a Catalyst for Circular Consumption in Retail

ABSTRACT Growing consumer demand for ethical purchasing requires retailers to not only provide sustainable products but also create innovative tools that convert environmental intention into action. This study examines how Augmented Reality (AR) virtual trials can encourage circular consumption behaviors in retail. Based on the Unified Theory of Acceptance and Use of Technology (UTAUT), a conceptual model was developed linking key adoption factors—Performance Expectancy, Effort Expectancy, Social Influence, and Facilitating Conditions—to sustainable outcomes. Using survey data analyzed through Structural Equation Modeling (SEM), results show that AR usage intention is strongly influenced by determinants such as Performance Expectancy and Social Influence, while Effort Expectancy plays a weaker role. Moreover, actual AR usage significantly contributes to lower return rates and greater reuse intentions, demonstrating AR’s potential to support circular consumption. This study extends UTAUT into the sustainability domain and provides strategic insights for retailers seeking to leverage AR as a tool to promote environmentally responsible shopping behavior.