Enhancing sustainability communication in retail: A neurophysiological and self-reported assessment of augmented reality and QR codes

This study investigates the potential of Augmented Reality (AR)-based technologies—specifically AR applications and QR codes—as tools for effectively communicating sustainability information in retail environments. A multi-method approach was employed, integrating neuroscientific tools to measure consumers' cognitive workload (WL) (via electroencephalography) and emotional responses (EI) (via skin conductance and heart rate), alongside self-reported evaluations of Green Company Orientation (GCO), Green Product Information (GPI), and Brand Familiarity. Seventy-two participants took part in a simulated retail task, exploring three coffee brand packaging designs under three conditions: AR, QR codes, and traditional packaging exploration. The findings indicate that AR and QR codes enhance the effectiveness of sustainability communication compared to traditional packaging. While both digital technologies elicit more positive emotions and lead to higher perceptions of GCO and GPI, AR applications are also associated with a higher cognitive workload. However, brand type partially influenced self-reported measures, whereas neurophysiological outcomes depended solely on the experimental condition. Additionally, Brand Familiarity emerged as a key factor in increasing GCO and GPI but did not significantly impact cognitive and emotional outcomes. This study stands out for its integration of neuroscience methods with traditional consumer behavior measures, offering a multidimensional assessment of AR and QR codes as tools for sustainability communication. Conducted in a retail setting, it provides both theoretical insights and practical recommendations for designing effective sustainability communication strategies in retail contexts.