Immersive Virtual Reality for Sustainable Rural Development: Evidence from Youth Engagement Through Cognitive–Affective–Behavioral Pathways

Rapid urbanization and widening urban–rural disparities have contributed to decreasing youth engagement with rural development in China. As traditional outreach initiatives struggle to attract young people’s attention, immersive digital technologies have emerged as promising tools for strengthening connections to rural environments. This study explores how immersive virtual reality (VR) experiences shape university students’ behavioral intentions toward rural engagement. Using a cognitive–affective–behavioral (CAB) framework, an immersive VR experiment was conducted with 209 Chinese undergraduates using a panoramic rural video. Partial least squares structural equation modeling (PLS-SEM) validated a serial mediation model linking perceived sensory dimensions, restorative experiences (RE), and place identity (PI) to rural visit intention (RVI) and environmentally responsible behavioral intention (ERBI). The results show that VR significantly enhances RE and PI, with PI serving as the stronger mediator, particularly for students with limited rural exposure. Multigroup analysis further revealed demographic heterogeneity: women demonstrated stronger RE–PI pathways, while urban and short-term rural residents showed greater sensitivity to VR-induced presence. Overall, the findings indicate that immersive VR can reduce urban–rural psychological distance and strengthen youth engagement. The study demonstrates how digital immersive tools may support targeted education and policy interventions aimed at promoting sustainable rural development.