Encouraging pro-environmental behaviour in a virtual reality serious game: the interplay between competition and prior knowledge

Shirley S. Ho, Sherry R. Xiong, Benjamin J. Li, Wenqi Tan, Mengxue Ou and Grzegorz Lisak

Behaviour and Information Technology, 2025, vol. 44, issue 13, 3212-3235

Abstract: Drawing upon self-determination theory, this study investigates whether the effects of competition interact with individuals’ prior knowledge to influence the motivations for and antecedents to their pro-environmental behaviour. Using a virtual reality serious game about plastic waste, we conducted a 2 (Game environment: Competition vs. Non-competition) × 3 (Prior knowledge about plastic waste: Low vs. Medium vs. High) between-subjects experiment with 61 participants (Mage = 23.31, SDage = 2.77). Results indicated that competition had differential impacts depending on individuals’ prior knowledge. Competition had negative effects on motivation and antecedents to pro-environmental behaviour for players with low levels of prior knowledge and positive effects for players with medium levels of prior knowledge. As the first study to investigate prior knowledge as a moderator for the effects of competition in a virtual reality serious game, our research contributes to the literature by clarifying the conditions under which competition could promote pro-environmental behaviour and offers suggestions on customised use of competition for communication practitioners.

Date: 2025
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DOI: 10.1080/0144929X.2024.2439528

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