Beyond Surveys: Using Immersive Virtual Reality to Explore Sustainability Preferences

Phoebe Koundouri, Theodoros Daglis, Conrad Landis, Akrivi Katifori and George Gkanias

No 2614, DEOS Working Papers from Athens University of Economics and Business

Abstract: The present work examines urban residents' preferences for biodiversity conservation, heatwave-related living conditions, and traffic-related noise and pollution, using a discrete choice experiment (DCE), also considering willingness-to-pay (WTP) and the influence of immersive virtual reality (VR) exposure, focusing on the metropolitan area of Athens. More importantly, VR exposure examined whether individuals' preferences were affected, focusing on its methodological contribution to the better planning of urban sustainability interventions. According to the results, biodiversity emerges as the most valued attribute, followed by heatwave measures, and then, traffic reduction, and VR exposure affects individuals' preferences for traffic measures, emphasizing its methodological value for improving urban sustainability decisions.

Keywords: Discrete choice experiment; Urban sustainability; Biodiversity protection; Heatwave mitigation; Traffic pollution; Virtual reality; Environmental preferences (search for similar items in EconPapers)
Date: 2026-05-14
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