How Does VR Customer Knowledge Education Promote Sustainable Product Purchase Intention? A Study Based on Self-Determination Motivation Theory

Abstract

Virtual reality (VR) technology has become increasingly prevalent in marketing and consumer education [1][2]. Customer education is effective in enhancing consumer brand awareness and changing consumer intentions. However, most current forms of green educational activities are mainly popular as science education. The creation of educational scenes is relatively single. The breadth and depth of educational content are insufficient, and the immersion and interaction effects of traditional educational activities for consumers are insufficient. VR education has significant advantages with regard to traditional physical scenarios in simulating real-world environments and creating multi-sensory experiences, all of which can influence consumers' perceptions, judgments, and behaviours in virtual environments and enhance novel user