Is immersive virtual reality more effective than traditional campaigns in promoting eco-friendly behavior?

In their study entitled "Immersive virtual reality helps to promote pro-environmental norms, attitudes and behavioral strategies", Emmanuelle Kleinlogel, then researcher and lecturer at HEC Lausanne, Prof. Marianne Schmid Mast of HEC Lausanne (UNIL) and their co-authors, investigate the effectiveness of using virtual reality to promote better ecological behavior and spread messages more actively and efficiently. In this study, the 200 participants turn out to be more like agents in a virtual world, whereas under traditional conditions - for example reading or watching a video - they are more passive.

This study thus provides important leads for the development of IVR-based campaigns to promote sustainable development.

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