Does individuals' pro-environmental behavior in the virtual world influence their perceived human-nature connection? The green consumption effect

Abstract

As virtual platforms increasingly shape individual behavior and social engagement, understanding the sustainability implications of digitally mediated experiences has become a critical research frontier. As exemplified by Ant Forest, this study examines the role of virtual pro-environmental behavior (VPEB) in shaping individuals' perceived human–nature connection (HNC), a foundational construct in environmental psychology and sustainability science. On the basis of a scenario-based survey, the findings reveal that VPEB positively influences perceived HNC, with this effect mediated by the emotional experience of warm glow, driven by enhanced perceptions of social worth. Furthermore, the study identifies psychological ownership as a significant moderator, whereby users who have a sense of ownership over virtual worlds exhibit a stronger linkage between VPEB and perceived HNC. By examining the function of behavioral and affective mechanisms within virtual worlds, this study advances the understanding of the psychological experience underpinning individuals' perceived HNC in virtual environments. In doing so, this research offers theoretical insights into encouraging sustainability engagement via immersive technologies and provides managerial implications for the design of technology-driven interventions that foster individuals' ecological awareness.