Memorable experiential reality tech as an environmentally friendly technology: reducing energy consumption from consumer perspectives

Abstract The marketing paradigm shift towards 6.0 encourages industry players to focus more on green retail technology. Memorable Experiential Reality Technology (MERT) is receiving great attention for its ability to bring users into a virtual environment. MERT includes mixed reality (MR) which consists of virtual reality (VR) and augmented reality (AR). Using this technology is considered to reduce energy consumption from the consumer side, because with technology consumers can experience the experience directly without having to visit the retail industry or shopping centers that apply MERT. This study aims to determine the impact of technology on saving energy consumption from the consumer side and identify barriers to its application. Literature studies, case studies and consumer surveys were used to obtain data information in the field. The research findings are that experiential reality can significantly reduce energy consumption by offering experiences that encourage sustainable behavior among consumers. Through interactive simulations and virtual environments, consumers gain a deeper understanding of their energy savings and make informed decisions to minimize energy wastage. Barriers to technology adoption are limited infrastructure, high costs and lack of user awareness of the benefits of MERT in reducing energy consumption. Users need to be convinced that the investment of time and resources in using MERT will have a positive impact on the environment and overall energy consumption. Education and socialization on the positive effects of technology implementation are needed to help increase community adoption.