Immersive virtual reality helps to promote pro-environmental norms, attitudes and behavioural strategies
2023
Emmanuelle P. Kleinlogel | Marianne Schmid Mast | Laetitia A. Renier | Manuel Bachmann | Tobias Brosch
Our study focuses on the promotion of sustainable actions that individuals can adopt at home. We tested the effectiveness of different formats of conducting promotional campaigns providing pro-environmental knowledge. Specifically, we assessed whether the same message delivered in print, in a video or in an immersive virtual environment, via a virtual human that resembles the participant or not, affects norms, attitudes and behavioural strategies in relation to energy saving gestures. Results revealed that receiving pro-environmental knowledge while being immersed in virtual reality led to greater energy saving attitudes and a different use of products and appliances at home as compared to receiving the same information via more traditional means. The present work aims to sensitise governmental and pro-environmental organisations about the effectiveness of using immersive virtual reality to conduct such campaigns.
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