Immersive virtual reality helps to promote pro-environmental norms, attitudes and behavioural strategies

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.