The topic covers the field of information and communication technologies aimed at shaping special forms of reality such as virtual and augmented reality, as well as related areas of interest. Virtual reality (VR) is the use of computer modeling and simulation to enable user interaction with a 3D environment. The application of virtual reality in the context of marketing activities is described, along with consumers' attitudes towards the use of such technology. In today's marketing, there is an attempt to respond to the accelerated changes in technological and information trends. The paper explores previous examples of the use of virtual and augmented reality in marketing and the impact such technology has on markets. To fully understand the topic, it is necessary to investigate the impact of virtual reality on consumers and their experiences that will drive changes in consumer engagement. The study conducts research on consumers' attitudes and preferences towards virtual reality, focusing on the target group of internet users in Croatia. The aim of the research is to find out the participants' reactions to virtual reality, their level of knowledge about virtual reality, how they would react to the use of virtual reality in marketing or other aspects of life, and whether they have any fears or concerns regarding the use of this technology. The research was conducted among the student population in Croatia through a survey. Although virtual reality is a concept that is poorly known to consumers, its application could represent an innovative breakthrough in creating marketing campaigns.