Shifting from Information- to Experience-Based Climate Change Communication Increases Pro-Environmental Behavior Via Efficacy Beliefs
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Shifting from Information- to Experience-Based Climate Change Communication Increases Pro-Environmental Behavior Via Efficacy Beliefs. / Plechatá, Adéla; Hielkema, Marijke Hiltje; Merkl, Lisa Marie; Makransky, Guido; Frøst, Michael Bom.
In: Environmental Communication, 2024.Research output: Contribution to journal › Journal article › Research › peer-review
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TY - JOUR
T1 - Shifting from Information- to Experience-Based Climate Change Communication Increases Pro-Environmental Behavior Via Efficacy Beliefs
AU - Plechatá, Adéla
AU - Hielkema, Marijke Hiltje
AU - Merkl, Lisa Marie
AU - Makransky, Guido
AU - Frøst, Michael Bom
N1 - Publisher Copyright: © 2024 The Author(s). Published by Informa UK Limited, trading as Taylor & Francis Group.
PY - 2024
Y1 - 2024
N2 - To reach necessary greenhouse gas emissions targets, behavior change is necessary at the consumer level. However, standard information-based interventions struggle to change environmentally impactful behaviors like beef consumption. Experience-based communication that engages non-analytical systems can be crucial for changing our beliefs that our behavior makes a difference. Immersive virtual reality (VR) in the metaverse represents a shift toward experience-based environmental communication. In this preregistered 2 (VR experience vs. VR information) x 2 (indulgent vs. explicit labeling) study (N = 167), we tested the effectiveness of VR experience-based communication and cost-effective nudging to promote sustainable diets. Label manipulation showed no effect on meat consumption. The VR experience led to stronger pro-environmental intentions and more pro-environmental behavior in VR and real life than the VR information condition. Mediation analyses confirm that experience-based VR communication can enhance people’s efficacy beliefs, increasing their intentions and, consequently, reducing beef consumption.
AB - To reach necessary greenhouse gas emissions targets, behavior change is necessary at the consumer level. However, standard information-based interventions struggle to change environmentally impactful behaviors like beef consumption. Experience-based communication that engages non-analytical systems can be crucial for changing our beliefs that our behavior makes a difference. Immersive virtual reality (VR) in the metaverse represents a shift toward experience-based environmental communication. In this preregistered 2 (VR experience vs. VR information) x 2 (indulgent vs. explicit labeling) study (N = 167), we tested the effectiveness of VR experience-based communication and cost-effective nudging to promote sustainable diets. Label manipulation showed no effect on meat consumption. The VR experience led to stronger pro-environmental intentions and more pro-environmental behavior in VR and real life than the VR information condition. Mediation analyses confirm that experience-based VR communication can enhance people’s efficacy beliefs, increasing their intentions and, consequently, reducing beef consumption.
KW - behavior change
KW - environmental communication
KW - metaverse
KW - pro-environmental behavior
KW - sustainable diets
KW - virtual reality
U2 - 10.1080/17524032.2024.2334727
DO - 10.1080/17524032.2024.2334727
M3 - Journal article
AN - SCOPUS:85189870174
JO - Environmental Communication
JF - Environmental Communication
SN - 1752-4032
ER -
ID: 389406986