Virtual reality facilitates pro-environmental behavioural intentions
Chloe Hurrell, Andreas Chai, Heather Green, Graham L. Bradley
Abstract
The pressing urgency of climate change calls for advancements in the way it is communicated. One communication option is the use of virtual reality (VR). The current research comprised two pilot studies to develop and test a virtual environment depicting proximal effects of climate change regarding the participant’s location. In both studies, an experimental design was employed and showed the environment to significantly affect psychological distancing (PD), response efficacy, risk perception, perceived responsibility, knowledge, and emotions, as well as behavioural intentions related to reducing meat consumption, food wastage, paper use, and plastic use from pre- to post-test. Changes to most of these variables occurred in both VR and desktop conditions, yet some were in VR only. However, when controlling for pre-test scores, post-test scores across the conditions were similar. Nonetheless, VR participants reported greater immersion, presence, emotion, engagement, and usability than desktop participants and were significantly more likely to demonstrate environmentally protective behaviour in an observation task. Qualitative analyses provided insight into participants’ thoughts and feelings, as well as suggestions for improving the intervention. Overall, findings suggest that the intervention, especially when experienced through VR, is effective at facilitating both the cognitive and affective variables necessary for change in behavioural intentions.