Self-proximity in augmented reality enhances consumer’s responses to green products through anticipated warm glow

Encouraging online green purchasing requires overcoming the abstract nature of e-commerce and making the environmental benefits of green products more tangible. Augmented reality (AR) is a promising tool that allows consumers to try on green products virtually, fostering self-proximity—the perception that the augmented self-representation is close to oneself. We explore how and under what conditions AR-enabled self-proximity enhances consumer responses to green products. We find that AR-enabled self-proximity enhances the personal relevance of green products, heightens the anticipated warm glow, and improves consumer responses to green products. AR is particularly effective in promoting green purchasing because it heightens anticipated warm glow, which in turn leads to higher purchase intentions for green products than for generic ones. We highlight the need to carefully design AR experiences that emphasize self-relevance and intrinsic rewards to maximize impact, offer practical recommendations, and suggest avenues for future research in this growing area of study.