Generoso Branca is a Post-Doc Researcher in the Department of Marketing at Bocconi University, Italy, and a Fellow in Marketing Management at SDA Bocconi School of Management, Italy, where he is also a member of the Channel & Retail Lab. He holds a Ph.D. from the University of Sannio, Italy, along with a Doctor Europaeus Certificate. His research interests include consumer behavior, sustainability, diversity and inclusion in the marketplace, and immersive technologies. He has published in international peer-reviewed journals such as Psychology & Marketing, and has received distinctions including second place for the Best Doctoral Thesis SIM-BNL Award 2023, the Best Reviewer Award 2023 and the Best Article 2024 Award from the Italian Journal of Marketing. He teaches courses in marketing, channel marketing, trade marketing, channel management, and sustainability.

• 1. Introduction.- 2. Virtual Reality in marketing: consumer and product research.- 3. Packaging design, sustainability and the consumer perspective.- 4. Research design and methodology.- 5. Preliminary study and main experiments procedure.- 6. Study 1 – Consumers’ response to structural cues.- 7. Study 2 – Consumers’ response to haptic cues.- 8. Study 3 – Consumers’ response to visual cues.- 9. Discussions, implications and limitations of the research.- 10.  Conclusions.

Generoso Branca is a Post-Doc Researcher in the Department of Marketing at Bocconi University, Italy, and a Fellow in Marketing Management at SDA Bocconi School of Management, Italy, where he is also a member of the Channel & Retail Lab. He holds a Ph.D. from the University of Sannio, Italy, along with a Doctor Europaeus Certificate. His research interests include consumer behavior, sustainability, diversity and inclusion in the marketplace, and immersive technologies. He has published in international peer-reviewed journals such as Psychology & Marketing, and has received distinctions including second place for the Best Doctoral Thesis SIM-BNL Award 2023, the Best Reviewer Award 2023 and the Best Article 2024 Award from the Italian Journal of Marketing. He teaches courses in marketing, channel marketing, trade marketing, channel management, and sustainability.

• 1. Introduction.- 2. Virtual Reality in marketing: consumer and product research.- 3. Packaging design, sustainability and the consumer perspective.- 4. Research design and methodology.- 5. Preliminary study and main experiments procedure.- 6. Study 1 – Consumers’ response to structural cues.- 7. Study 2 – Consumers’ response to haptic cues.- 8. Study 3 – Consumers’ response to visual cues.- 9. Discussions, implications and limitations of the research.- 10.  Conclusions.