Purpose: Drawing on the self-determination and innovation resistance theories, this study aims to examine the drivers and barriers of AR adoption, thereby pushing for a holistic approach toward enhancing AR adoption among online consumers.

Design/methodology/approach: Structural equation modeling was used using SmartPLS 4 software on survey data from 478 individuals in India, consisting of 249 students and 229 working professionals, all of whom have used AR-enabled mobile applications for purchases. The paper contextualizes how self-determination constructs positively affect AR adoption among online consumers. Further, this study also examines how innovation-resistance constructs inhibit online consumers from using AR. The paper also highlights how occupation differences (students versus working professionals) influence the relative significance of drivers and barriers to AR adoption among online consumers.

Findings: The results indicate that drivers (SDT constructs) like aesthetics, perceived usefulness, perceived enjoyment and informativeness significantly enhance AR adoption among consumers. Among the barriers (IRT constructs), value and risk attributes significantly affect AR adoption among online consumers, especially working professionals.

Originality/value: By merging insights from self-determination and innovation resistance theories, this study makes a novel contribution to AR research. It investigates the motivators and deterrents affecting individuals’ intentions to adopt AR-enabled mobile applications, providing a fresh perspective on the factors influencing user behavior in this evolving technological domain.