Sustainable shopping experience through AR: limits and opportunities. In Managing Sustainability: perspectives from retailing and service

Many transformations have affected the retail scenario in the last few years. Digitalization and sustainability are the main challenges to consider for the further development of retailing. From the assumption of the acceleration of digital innovation, this chapter considers augmented reality (AR) a supportive technology that supports sustainable retailing. This chapter aims to explore the adoption of augmented reality for sustainable retailing, highlighting the opportunities and limitations in the application. As a first approach in understanding how augmented reality could be helpful for sustainable retailing, this work contributed to exploring the intersections between the actual knowledge on the AR role in the retail industry and the 3Ps (Planet, People and Profit) principle for sustainability in the business context. Even commenting on specific AR applications in retail sustainability projects helps understanding the state of the art and expressing future perspectives in retail.