Application of Augmented Reality (AR) and Virtual Reality (VR) in Sustaining e-Grocery

After the pandemic, there has been a surge in Internet technology, which is expected to pave the way for virtual grocery shopping through avatars. However, this transition appears to be progressing more slowly in the context of India. The objective of the study was to assess the technological readiness of consumers in the Delhi NCR region and how it influences their attitude towards virtual grocery shopping (VGS). The data from 517 participants was analyzed using Structural Equation Modeling (SEM) to evaluate a mathematical framework for consumers' intent to adopt VGS. The study revealed that various factors influence customers' inclination to embrace virtual grocery shopping, including their attitudes toward virtual shopping, convenience, perceived risk, and consumer knowledge.