Purpose The aim of this study was to examine the effects of repeated exposure to immersive 360° video on awareness of biodiversity loss, emotions and biodiversity conservation behavioral intention, while taking message fatigue into account as a moderating factor. Design/methodology/approach A laboratory experiment was conducted with 143 university students, randomly assigned to either a single exposure group or a repeated exposure group to an immersive 360° video about biodiversity loss. Findings The results indicate that repeated exposure (vs. single exposure) to immersive 360° video positively influences awareness of biodiversity loss and emotions, both of which positively influence biodiversity conservation behavioral intention. However, the results indicate that message fatigue negatively moderates the effect of repeated exposure (vs. single exposure) to immersive 360° video on awareness of biodiversity loss and emotions. Originality/value This study stands out for its innovative approach, which goes beyond existing research by examining not only the effect of a single exposure to immersive virtual reality but also that of repeated exposure in the field of biodiversity conservation, an area that is still emerging in the study of pro-environmental behavior. Furthermore, the introduction of message fatigue as a moderating factor is also an important contribution. It allows us to understand the limits of the effectiveness of repetition in awareness-raising strategies, revealing how message fatigue can mitigate the benefits of repeated exposure.
Nouri et al. (Tue,) studied this question.