Feeling the heat? metaverse as a platform for motivating pro-environmental behaviour through consumers’ climate (change) engagement

Abstract

This study proposes to investigate how the metaverse experiences (usability, interactivity, personalization) influence their metaverse engagement. Further, this study also examines the influence of consumer climate (change) engagement dimensions on pro-environmental behaviour. A mixed-method approach was employed by collecting both qualitative and quantitative data to gain a comprehensive understanding of the conceptual framework. The findings of this study reveal that usability, interactivity and personalization are positively associated with consumer metaverse engagement. Further, consumer metaverse engagement is significantly associated with environmental knowledge and responsibility. Also, environmental knowledge and environmental responsibility are positively associated with pro-environmental behaviours. Finally, the results of this study reveal that climate change risk perception moderates the association between personalization and consumer metaverse engagement. The study is amongst the foremost research initiatives to examine the concept of consumer climate (change) engagement in the metaverse context. Further, this study enriches the metaverse and Uses and Gratification (U&G) theory literature. In doing so, it repositions U&G theory within the metaverse context and highlights its relevance for understanding consumer motivations and behaviours related to climate (change) engagement. Finally, this study provides several implications for brands, metaverse platforms, and other stakeholders interested in promoting pro-environmental behaviour within the metaverse.