Augmented reality try-ons as phygital integration technology for sustainable fashion products

Purpose Augmented reality (AR) try-on technology is regarded as a crucial digital tool for sustainable transformation in offline retail; however, doubts about its functional effectiveness have limited its realization. This research aims to examine the effectiveness of AR try-on in supporting consumer decision-making within phygital retail environments. Specifically, it examines the impact of telepresence on consumers’ confidence in fit and purchase intention for mainstream versus niche products. It explores the moderating roles of perceived model fit and product sustainability disclosure, which helps better understand the decision-support role of AR try-on for sustainable fashion products. Design/methodology/approach Three scenario-based surveys were conducted. Study 1 (online, n = 142) tested the direct and indirect effects of telepresence on purchase intention via confidence in fit, while Studies 2 (offline, n = 145) and 3 (online, n = 162) replicated these effects and examined the moderating roles of perceived model fit and product sustainability disclosure. Findings For mainstream products, telepresence directly influenced purchase intention, whereas for narrower-appeal products, its effect was mediated by confidence in fit. In addition, perceived model fit and product sustainability disclosure respectively strengthened the relationships between confidence in fit and purchase intention, and between telepresence and confidence in fit. Originality/value This research advances understanding of the utility of AR try-on in phygital integration by revealing product-type differences and identifying perceived model fit and product sustainability as key moderators. The findings provide actionable insights for optimizing AR-based marketing strategies for sustainable fashion products.