Multisensory Biophilic Experience in Virtual Retail Interiors: Effects of Visual and Auditory Stimuli on Visual Attention and Emotion

Advances in digital technology have facilitated the integration of biophilic design principles into retail interiors, presenting new opportunities to enhance consumer experiences. This study examines the impact of multisensory biophilic stimuli, specifically visual and auditory elements, on consumers’ visual attention and emotional responses in virtual shopping environments. Using a VR-based eye-tracking system, we analyzed the gaze patterns of sixty participants under conditions of both non-biophilic and biophilic design interventions, which incorporated nature-inspired visual elements and biophilic soundscapes. The results reveal that visual biophilic elements significantly altered gaze distribution, particularly increasing fixation on ceiling areas. In contrast, auditory biophilic stimuli did not produce measurable effects on visual attention. In addition, while biophilic design elements elicited diverse emotional responses, their effects were not consistently positive and varied between direct and indirect stimuli. These findings offer valuable insights into the complex relationships between biophilic design, consumer attention, and emotional responses in virtual environments, laying the groundwork for evidence-based design strategies in digital retail spaces.