Effects of repeated immersive virtual reality exposure on attitudes and intentions to avoid single-use plastics: moderating role of environmental concern

Abstract

The aim of this study was to examine whether repeated exposure to an immersive virtual reality experience—as opposed to a single exposure—could reinforce individuals' attitudes and intentions to avoid single-use plastics, incorporating environmental concern as a moderating variable. A laboratory experiment was conducted with 107 students. Participants were exposed to an immersive virtual reality video (vs. non-immersive), and their attitudes and intentions were measured at two distinct points in time: before and after exposure. The study's findings reveal that repeated exposure to immersive virtual reality has a significant effect on participants' attitudes and intentions to avoid single-use plastics, greater than that of a single exposure. Furthermore, it appears that environmental concern positively moderates the relationship between attitude and intention: the more concerned individuals are about the environment, the greater the impact of their attitude on their intention to avoid single-use plastics.