4.2 Article

Stimulating Sustainable Food Choices Using Virtual Reality: Taking an Environmental vs Health Communication Perspective on Enhancing Response Efficacy Beliefs

Publisher

ROUTLEDGE JOURNALS, TAYLOR & FRANCIS LTD
DOI: 10.1080/17524032.2021.1943700

Keywords

Virtual reality; experiment; behavior change; environment; health

Funding

  1. Netherlands Organisation for Scientific Research grant [Veni.201S.075, 451-15-028]
  2. ASCoR (Amsterdam School of Communication Research) grant

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Personal response efficacy beliefs play a crucial role in environmental behavior change, and displaying impact messages in a VR-supermarket has been found effective in stimulating these beliefs and promoting pro-environmental food choices. The study also showed that the effects of impact messages could last up to two weeks, regardless of appeal type or message modality.
Personal response efficacy beliefs are vital in instigating, maintaining, and catalyzing environmental behavior change. In this experimental study (N = 249), we investigated whether such efficacy beliefs could be stimulated using Virtual Reality. In a VR-supermarket, participants would see interactive pop-ups displaying impact messages when they picked up products, these are messages that display the (environmental or health) impact of a product. Our results show that these impact messages are effective in stimulating personal response efficacy beliefs and subsequently pro-environmental food choices. The heightened personal response efficacy beliefs positively affected maintaining and catalyzing behavior change (i.e. positive spill-over) up to two weeks after the VR-experience. The effectiveness of the impact messages did not depend on appeal type (health vs environmental appeal) or modality (text + visual vs text only) of the message. Theoretical and practical implications are discussed.

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