The Impact of Virtual Reality Exposure on Ocean Connectedness and Consumer Responses to Single-Use Packaging

Efforts to mitigate plastic packaging pollution include behavioural strategies aimed at shifting consumer perceptions and behaviour. Connectedness to nature, and more recently ocean connectedness, has been associated with pro-environmental intentions regarding single-use packaging. Two experimental studies were conducted to examine the potential of Virtual Reality (VR) technologies in promoting ocean connectedness and shifting consumer perceptions around packaging and its environmental qualities.

To assess the influence of the VR content, in Study 1 (n = 94), participants were briefly exposed to an oceanic VR environment or an urban VR experience. Levels of ocean connectedness, both explicit and implicit, were measured after the VR manipulation using an Inclusion of Nature in Self (INS) measure and an Implicit Association Test (IAT). Participants then rated a variety of packaging options that were systematically manipulated in terms of type of raw material (e.g. plastic) and recyclability. The ocean VR condition showed higher levels of ocean connectedness on the adapted explicit INS measure, but not on the IAT measure, and there were no differences between the conditions in perceptions around packaging materials.

Study 2 (n = 118) expanded on the previous study by adding a third condition: the participants were exposed to an oceanic VR environment, a built VR environment, or a non-VR task (cognitive task). The ocean VR condition showed higher levels of explicit ocean connectedness, as measured with the INS, than the other two conditions, but again there were no differences in implicit ocean connectedness. However, the ocean VR condition showed more critical perceptions around packaging overall in comparison to the built VR condition. We conclude that a brief immersive oceanic VR experience can influence explicit ocean connectedness, as measured with the INS, but its influence on packaging perceptions was more limited.