Journal Name: Journal of Consumer Behaviour
ABSTRACT: This study examines Generation Z (Gen Z) sustainability expectations in IVR luxury in-store shopping experiences. As digital natives with definite socio-environmental values, Gen Z contributes to modifying the face of luxury purchasing. Using a qualitative technique including 52 in-depth interviews and 3 focus groups including one group of 10 and 2 groups of 9 worldwide Gen Z consumers, the study shows how IVR is perceived through the perspective of a sustainable shopping experience. Data showed that besides respondents’ recognition of IVR on retailing experiences, many were concerned about realistic sustainability claims—energy management, transparency, and potential greenwashing. Using Expectancy Disconfirmation Theory (EDT) and Rebound Theory, the study indicates that IVR may paradoxically increase overconsumption while claiming environmental actions. The study contributes to consumer behaviour theory by sharing ‘Sustainability Paradox in the Gen Z IVR Luxury In-Store Experience’ model, highlighting the interaction of immersive technology, sustainability narratives, and consumer trust. The study adds to existing research by showing that Gen Z critically examines digital innovations through sustainable values. Additionally, it encourages luxury brands to integrate transparent, verifiable sustainability engagement into IVR experiences to increase consumer/brand trust, relationship, and loyalty. This research extends the understanding of how smart technologies affect value-driven consumption in luxury retailing.