Researchers at the University of Cologne have found that immersive 360° VR videos outperform traditional media in promoting environmental protection, increasing viewer engagement and donation intentions.
In a new study by a team of media psychologists at the University of Cologne, led by Kai Kaspar, the researchers found that 360° virtual reality (VR) videos significantly enhance environmental awareness and encourage donations more effectively than traditional media formats. The results of the study are published in the journal Computers in Human Behavior.
Virtual reality videos provide an immersive experience that allows viewers to explore digital environments from multiple angles using VR headsets or glasses, fostering a deeper connection to the content. This form of media has shown to be more engaging, making audiences feel like they are physically present within the narrative.
According to the study’s findings, this heightened sense of presence leads to increased motivation to protect the environment and a greater willingness to donate to environmental causes.
“Using virtual reality for storytelling, in this case for environmental protection campaigns, can have a significant effect. This immersive experience can potentially have a greater impact on personal attitudes and behavioral intentions than more traditional media,” Kaspar said in a news release.
The study involved 128 participants, who were divided into four groups and presented with three environmental documentaries in different formats: 360° VR videos, 2D videos on a TV, audio tracks resembling podcasts, and corresponding texts.
The participants showcased stronger feelings of being physically present and emotionally involved in the VR group. These participants also exhibited a more considerable inclination towards environmental protection and higher donation intention.
One of the pivotal challenges for environmental organizations is convincing people to connect with issues that seem distant, both geographically and emotionally. Virtual reality rises as an essential medium in overcoming this disconnect by placing viewers directly into environmental scenarios that require attention and action.
“Our findings are therefore valuable for media experts and organizations but also for researchers because previous media impact models will need to be updated or expanded accordingly,” added Kaspar.
The study emphasizes the transformative potential of virtual reality in making environmental campaigns more effective by leveraging immersive storytelling to induce behavioral change.
This revelation could mark a significant shift in how charities and environmental organizations approach their campaigns, making virtual reality a cornerstone in future advocacy efforts and fundraising strategies. As environmental crises become more urgent, utilizing advanced technology like VR could bridge the gap between awareness and action more effectively than ever before.
Source: University of Cologne