Augmented Reality Technology as a Tool for Promoting Pro-environmental Behavior and Attitudes

Giuseppe Attanasi, Barbara Buljat Raymond, Agnès Festré and Andrea Guido
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Barbara Buljat Raymond: Université Côte d'Azur, France
Agnès Festré: Université Côte d'Azur, France
Authors registered in the RePEc Author Service: Agnès Festré

No 2023-15, GREDEG Working Papers from Groupe de REcherche en Droit, Economie, Gestion (GREDEG CNRS), Université Côte d'Azur, France

Abstract: We test whether augmented reality (AR) can serve as a fundraising tool by providing a more immersive way of communicating about environmental issues. In two incentivized studies, we exposed people to AR visualizations illustrating the consequences of plastic pollution, and measure the effect on participant' psychological distance, concern, intention to act and real proenvironmental behavior (donation to pro-environmental organizations). Results show evidence of heterogeneous effects depending on participants’ self-reported pro-environmental attitudes and personal characteristics: following the intervention, individuals with low environmental engagement were likely to reduce their psychological distance, while the opposite happened for individuals engaged in sustainable practices. However, despite AR visualizations reduced the psychological distance of a subset of individuals, our experimental intervention did not increase donation levels. Taken together, our results raise concerns about the use of AR technologies in fundraising and highlight the need for personalised interventions that take into account the heterogeneity of target groups.

Keywords: Augmented Reality (AR); experiment; decision making; environmental fundraising; psychological distance; pro-environmental behavior; pro-environmental attitudes (search for similar items in EconPapers)
Pages: 28 pages
Date: 2023-11
New Economics Papers: this item is included in nep-cbe, nep-ene, nep-env, nep-exp and nep-res
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