This book investigates how consumers evaluate product packaging in Virtual Reality (VR) compared to Physical Reality (PR). It explores whether immersive environments can elicit responses similar to real-world settings, focusing on packaging&s structural, haptic, and visual cues. Through a cue-based approach and empirical studies, it assesses consumers' perceptions, attitudes, and intentions, such asperceived sustainability, willingness to pay, purchase intention, and more. The volume bridges packaging design, sustainability, andconsumer behavior in immersive environments, offering actionable insights for researchers and professionals in marketing, product development, and digital innovation. It positions VR as a valid tool for packaging evaluationand testing, contributing to both academic discourse and practical applications in prototyping and sustainable design.