Shifting from information- to experience-based climate change communication increases pro-environmental behavior

Abstract

To reach necessary greenhouse gas (GHG) emissions targets, behavioral change is necessary at the consumer level. Nevertheless, behavioral interventions have only a limited impact on habitual behaviors such as beef consumption, which significantly contributes to the GHGs released. Immersive virtual reality (VR) in the metaverse can transform the current information-based environmental communication into more experience-based communication. To study how such a shift might change its effectiveness, we randomly assigned N = 167 participants to a VR experience (experiencing and influencing climate change based on food choices) or a VR information condition (receiving the same information from a virtual human). The VR experience led to higher intentions to reduce meat consumption and more pro-environmental behavior in VR and real life than the information condition. Mediation analyses confirm that experiential VR environmental communication can increase people’s efficacy beliefs, which increase their intentions and, consequently, lead to a reduction in beef consumption.