This study examines the behavioral intention of Millennials and Generation Z consumers in Iligan City to adopt Virtual Reality (VR) shopping technology, using the Unified Theory of Acceptance and Use of Technology (UTAUT) framework. The research explores the influence of factors such as Performance Expectancy, Effort Expectancy, Social Influence, and Facilitating Conditions on consumer intention, with demographics serving as a moderating variable. An online survey collected data from 391 respondents, and statistical analyses, including T-tests, ANOVA, and linear regression, were applied. Results indicate that both generations hold positive perceptions of VR shopping, though Generation Z showed higher mean scores across all constructs. Demographic differences were evident, with Generation Z having more single individuals and educational variations compared to Millennials. Male Generation Z respondents scored higher than Millennial males on all constructs, particularly in Facilitating Conditions, while female respondents from both generations exhibited differences in Effort Expectancy and Social Influence. The study highlights the need for targeted marketing strategies, emphasizing convenience for males and social aspects for females, to enhance VR technology adoption. These findings offer valuable insights for retailers and policymakers in creating tailored strategies to promote VR shopping, enhancing consumer engagement and technology acceptance in Iligan City and beyond. 

• virtual reality

• retail industry

• VR shopping

• millennials

• generation Z

• UTAUT

• behavioral intention