An innovation resistance theory perspective on augmented reality in retail: The moderating role of culture in active and passive resistance

As retailers increasingly adopt augmented reality (AR) to enhance shopping experiences, consumer resistance remains a critical barrier to its widespread adoption. This research extends innovation resistance theory (IRT) by introducing a dual-pathway model of resistance, distinguishing between active (deliberate opposition) and passive (non-engagement) forms. Based on a survey of South African consumers (n = 516), we investigate how usage, value, risk, tradition, and image barriers drive passive and active resistance and examine the moderating role of individual-level uncertainty avoidance (UA). The results establish image and value as universal drivers of both resistance forms. However, the pathways diverge: risk and tradition barriers uniquely predict passive resistance, whereas usage complexity specifically fuels active resistance. Furthermore, UA acts as a critical contingency, amplifying the effects of usage and tradition barriers while paradoxically attenuating the influence of value barriers. These findings reveal that AR resistance is a multifaceted phenomenon shaped by the interplay of innovation barriers and cultural predispositions. The study contributes a reconceptualized, culturally moderated model of AR resistance and provides novel insights from an under-explored emerging market context.