Designing effective VR experiences for pro-environmental outcomes: Enhancing self-efficacy through mastering solutions

The aim of this study was to examine how mastery experiences in virtual reality (VR) can be used to promote pro-environmental behaviors. Specifically, we explored whether enacting recommended sustainable behaviors and immediately observing their effects in a VR experience can enhance users’ environmental self-efficacy, and consequently lead to stronger behavioral intentions to reduce plastic consumption, as well as reduction in actual plastic consumption behavior. In a preregistered mixed-design laboratory experiment (N = 121), we manipulated the type of VR experience the participants received (mastery experience present vs. absent) as between-subjects factor and included measurement time (immediately after the experience vs. one week later) as a within-subjects factor. In both conditions, participants engaged with an immersive VR experience about the plastic pollution problem, however, only in the experimental condition, participants also mastered the recommended actions for solving the problem and immediately witnessed the outcomes of these actions. The results showed that when users learned about recommended actions by performing them and receiving real time feedback, their self-efficacy—measured as a mediator—and behavioral intentions to reduce plastic consumption were increased. These effects were observed both immediately after exposure to the VR experience and a week after participation. Notably, results also showed an overall decrease in plastic consumption for all participants exposed to the VR experience, regardless of the condition.