The Effect of the Avatar Appearance in Immersive Virtual Reality on Attitude Towards Electricity-Saving Behavior

As the climate crisis continues, action is needed. However, while environmental knowledge and attitudes are rising, this does not seem to translate significantly into sustainable actions of individuals. More research is needed to understand what drives human behavior in the context of pro-environmental actions. Specifically, this research investigated how avatar appearance in Immersive Virtual Reality (IVR) can affect attitudes toward electricity-saving behavior. A single factor between-subjects experiment was conducted to test whether embodying a virtual avatar whose appearance is associated with electricity saving leads to more positive attitudes toward electricity-saving behaviors, with body ownership moderating this effect. Participants were instructed to do a gamified task in IVR where they turned off appliances. Depending on the condition, participants embodied a hippie or a control avatar. The respondents (N = 38) were students in the Netherlands. While the analysis did not find significant differences between conditions, the reliability of the results is low due to several limitations including the manipulation being unsuccessful. Findings indicate a need to investigate the role of enjoyment of electricity-saving behavior. Implications for campaigners and future research are discussed.