The impact of nature video exposure on pro-environmental behavior: An experimental investigation

Abstract

We analyze whether exposure to a nature documentary increases pro-environmental behavior (PEB). We test this causal link in an experiment where subjects viewed a video featuring either an urban (control treatment) or a nature setting (nature treatment). We consider two types of behavior: a monetary donation to an environmental non-governmental organization (ENGO) that we call an eco-donation, and subsequently, a non-monetary decision (i.e., recycle or not recycle headphone protectors) that we call an eco-action. We find that virtual exposure to nature boosts both eco-donation and eco-action. Interestingly, the increase in PEB only occurs for individuals who express low environmental values. We did not find any negative or positive spillover effects on the eco-action. We finally provide robustness checks and discuss policy implications.

Breaking the plastic habit: Drivers of single-use plastic reduction among Thai university students

“…For instance, the positive attitudes developed during the contemplation phase of SUP reduction may extend to increased recycling efforts or reduced overall plastic consumption. In considering the literature on behavioral spillover, exemplified by studies like Ibanez and Roussel [ 64 ] and Lanzini and Thøgersen [ 65 ], we recognize the interconnected nature of pro-environmental behaviors. Addressing behavioral spillover in the context of SUP reduction offers a pathway to comprehensively understand the long-term impact of interventions.…”

The effects of virtual nature exposure on pro‐environmental behaviour

“…Our study did not find evidence for the effectiveness of exposure to images of intact nature. This result is consistent with studies by Soliman et al (2017), but inconsistent with the findings by Arendt and Matthes (2016), Ibanez and Roussel (2022), Janpol and Dilts (2016), and Zelenski et al (2015). A possible explanation for this mixed pattern of results is that the effect of intact‐nature exposure is too small to be reliably detected with the research designs commonly used in the nature exposure literature (Lange & Truyens, 2022).…”

“…Other experiments contrasted videos featuring intact natural scenes with videos featuring urban environments, finding the nature videos to promote sustainable behaviour in a commons dilemma (Zelenski et al, 2015) as well as pro-environmental donations and recycling behaviour (Ibanez & Roussel, 2022). However, this effect has not consistently been replicated.…”

Effects of simulated multi-sensory stimulation integration on physiological and psychological restoration in virtual urban green space environment

“…Crucially, human-nature connections can be enhanced by exposure to simulated natural environments, and people may be more inclined to visit their actual counterparts ( Litleskare et al, 2020 ; Chan et al, 2023 ). At the same time, virtual nature experience had been proved to increase real pro-environmental behaviors ( Ibanez and Roussel, 2022 ; Spangenberger et al, 2024 ), and thus obtain health benefits through the real natural environment.…”