The effect of immersive sustainability storytelling in 360° virtual reality on the emotional experience and sustainable brand image of a luxury brand

This study aims to investigate the effect of two types of sustainability storytelling by a luxury brand (immersive vs non-immersive) on sustainable brand image. A laboratory experiment was conducted with 110 consumers. . The results showed that immersive sustainability storytelling in 360° virtual reality elicits a more emotional experience than non-immersive sustainability storytelling. Furthermore, the results showed that the emotional experience positively influences the sustainable brand image. Keywords: Storytelling; virtual reality; sustainability; emotional experience; sustainable brand image DOI: 10.7176/EJBM/17-10-05 Publication date: December 30th 2025