Towards Sustainable Retail and Services: Mapping Consumer Emotions and Perceptions of Phygital Tools

The dynamic digital transformation of the retail and services sectors has accelerated the implementation of phygital solutions, which seamlessly merge physical and digital environments. While these tools offer profound opportunities for sustainable business operations—such as reducing paper waste via electronic shelf labels, minimizing carbon footprints by lowering product return rates through virtual fitting rooms, and optimizing resource efficiency—their long-term viability depends heavily on consumer acceptance. This study explores the ecological, social, and technological facets of sustainable consumption by investigating consumer emotional reactions to innovative phygital touchpoints. Utilizing a comprehensive quantitative approach with a large sample of N = 2160 respondents across Poland, the study evaluates consumer perceptions of various tools, ranging from widely adopted solutions (e.g., self-checkout kiosks, interactive mirrors, and self-service package lockers) to highly advanced, controversial innovations (e.g., face recognition payment and implantable payment chips). Correspondence analysis was applied to map the multidimensional relationships between categories of phygital devices and the spectrum of consumer emotional and perceptual responses. The results indicate that eco-efficient, low-friction tools (such as digital pricing and interactive touchscreens) evoke positive or neutral emotional states, thereby offering low-friction conditions that may support sustainable daily routines. Conversely, highly invasive biometric innovations trigger high levels of anxiety and distrust. This highlights critical barriers regarding the social dimension of sustainability and the ethics of technology. Finally, the paper provides strategic guidelines for managers and policymakers on how to design phygital ecosystems that foster positive consumer engagement, prevent digital exclusion, and theoretically align consumer touchpoints with more responsible and sustainable behavior.