Literature by the same author
plus at Google Scholar

Bibliografische Daten exportieren
 

Shifting from Information- to Experience-Based Climate Change Communication Increases Pro-Environmental Behavior Via Efficacy Beliefs

Title data

Plechatá, Adéla ; Hielkema, Marijke Hiltje ; Merkl, Lisa-Marie ; Makransky, Guido ; Frøst, Michael Bom:
Shifting from Information- to Experience-Based Climate Change Communication Increases Pro-Environmental Behavior Via Efficacy Beliefs.
In: Environmental Communication. (2024) .
ISSN 1752-4040
DOI: https://doi.org/10.1080/17524032.2024.2334727

Abstract in another language

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.

Further data

Item Type: Article in a journal
Refereed: Yes
Keywords: pro-environmental behavior; sustainable diets; virtual reality; environmental communication; behavior change; metaverse
Institutions of the University: Faculties
Faculties > Faculty of Law, Business and Economics
Faculties > Faculty of Law, Business and Economics > Department of Business Administration
Faculties > Faculty of Law, Business and Economics > Department of Business Administration > Chair Business Administration III - Marketing and Consumer Behaviour
Faculties > Faculty of Law, Business and Economics > Department of Business Administration > Chair Business Administration III - Marketing and Consumer Behaviour > Chair Business Administration III - Marketing and Consumer Behaviour - Univ.-Prof. Dr. Claas Christian Germelmann
Profile Fields
Profile Fields > Emerging Fields
Profile Fields > Emerging Fields > Innovation and Consumer Protection
Result of work at the UBT: No
DDC Subjects: 300 Social sciences
300 Social sciences > 330 Economics
Date Deposited: 07 May 2024 06:44
Last Modified: 07 May 2024 06:44
URI: https://eref.uni-bayreuth.de/id/eprint/89490