Using VR for Science Communication: Presence, Message Perception, and Pro-Environmental Effects

This research investigates the effectiveness of virtual reality (VR) as a science communication tool to promote pro-environmental change. A laboratory experiment (N = 70) was conducted to examine the short-term effects of VR immersive video, in comparison with flat screen video, on level of presence, message perception, and cognition. Viewing the VR video produced greater levels of presence, which was associated with increased positive perceptions of the video, perceived importance of water issues, and pro-environmental attitudes, and behavioral intentions. Implications are discussed in terms of how immersive VR can be used as science communication tool.