Virtual reality videos can increase environmental awareness and motivation to give

A group of media psychologists at the University of Cologne, led by Dr. Kai Kasper, examined the effectiveness of presenting environmental documentaries using 360° virtual reality (VR) videos compared to the use of other more traditional media formats. VR video is an interactive 360° video that allows viewers to immerse themselves in a digital environment and can explore from a variety of angles, often with the help of a VR headset or glasses.

Research participants said virtual reality enhanced the sense of intensive involvement in the story. This has increased the motivation to protect the environment and increased the willingness to donate. The psychologist published in the Journal of Human Behavior in his article, “Classical Presentation of Virtual Reality and Mass Media Campaigns: Effectiveness and Psychological Mechanisms Using Examples of Environmental Protection.”

Convincing people to engage in issues or issues that seem geographically and emotionally distant is one of the biggest challenges for organizations working to protect their environment. Virtual reality is becoming increasingly important as a tool to promote philanthropy, such as fundraising campaigns. Researchers wanted to investigate this effect in detail.

This study presented three documentaries to 128 participants. They were randomly assigned to four different groups. One group presented the documentary as a 360° VR video. The second group watched 2D video on television.

After each documentary, participants evaluated the subjective sense of physical presence in the scenes depicted, the feeling of intensive involvement in the story, and the emotional impact of the documentary. Participants were also asked about their motivation to protect the environment and how happy they would be to donate to the campaign presented.

The results of the experiment show that virtual reality was physically present in the depicted scene, evoking stronger emotions than being carried by the story, evoking stronger positive emotional effects compared to other forms of presentation.

Therefore, this study highlights the specific possibilities of virtual reality as a medium for presenting environmental campaigns and the importance of narratives in this context. “Using virtual reality for storytelling has a great effect in this case for environmental campaigns. This immersive experience can have a greater impact on personal attitudes and behavioral intentions than traditional media,” says Professor Kasper.

“Therefore, our findings are valuable not only for media experts and organizations, but also for researchers.