Virtual reality (VR) has emerged as an effective method for encouraging eco-friendly behaviors. The present study aimed to investigate the effectiveness and underlying mechanisms of VR in promoting pro-environmental consumption. The results indicated that, when compared to traditional mediums such as 2D video and printed material, VR can improve individuals' pro-environmental consumption. This favorable effect of VR was found to be mediated by the inclusion of nature in self (INS). Additionally, this study also demonstrated that individuals' green values act as the boundary condition.
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Li et al. (2024) studied this question.
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