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- Title
Licensing Effect of Pro-Environmental Behavior in Metaverse.
- Authors
Jin, Hyungrok; Hwang, Jaehee; Luo, Bingqin; Kim, Taeyeon; Sung, Yongjun
- Abstract
The Metaverse is an important virtual venue in people's daily lives. This study examined whether pro-environmental behaviors in the Metaverse with a self-customized avatar lead to licensing effects, thereby reducing pro-environmental intention in reality. In addition, the study examined the mediating effect of self-presence on the relationship between avatar customization and pro-environmental behavior. A laboratory experiment was conducted using ZEPETO, a Metaverse platform. A total of 60 participants were randomly assigned to the self-customized avatar condition or the assigned avatar condition, and they engaged in pro-environmental behaviors on the Metaverse platform. Participants with self-customized avatars had less intention to engage in pro-environmental behavior in reality after engaging in pro-environmental behavior in the Metaverse than those with assigned avatars. Furthermore, self-presence partially mediated the relationship between avatar customization and pro-environmental intention.
- Subjects
SOUTH Korea; MOBILE apps; GRAPHICAL user interfaces; CONSERVATION of natural resources; RESEARCH funding; STATISTICAL sampling; ONLINE social networks; ANALYSIS of covariance; DESCRIPTIVE statistics; VIRTUAL reality; EXPERIMENTAL design; SOCIAL skills; AVATARS (Virtual reality); INTENTION; CONFIDENCE intervals; AUGMENTED reality
- Publication
CyberPsychology, Behavior & Social Networking, 2022, Vol 25, Issue 11, p709
- ISSN
2152-2715
- Publication type
Article
- DOI
10.1089/cyber.2021.0320