Exposure to Familiar Virtual Nature Promotes Pro-Environmental Behavior: Experimentally Examining the Mediating Role of Nature Connectedness

Pro-environmental behavior (PEB) is crucial for achieving a sustainable future. Although prior research has investigated the relationship between virtual nature exposure and PEB, empirical findings have been inconsistent; some studies suggest a positive association, while others report null effects. Furthermore, the use of laboratory tasks to assess PEB often risks conflating it with cooperative behavior, potentially undermining the validity of the conclusions. To address these limitations, this study employed a double-randomization design, utilizing the Greater Good Game (GGG) as a measure of PEB. This research comprised two main studies, each consisting of two sub-studies. Study 1 examined the direct effect of virtual nature exposure on PEB (Study 1a) and the moderating role of familiarity with nature exposure (Study 1b). Study 2 included two phases: Study 2a investigated the effects of familiarity with nature exposure on both nature connectedness and PEB, while Study 2b implemented a randomized pre–post-intervention design to manipulate nature connectedness and examine its causal effect on PEB. Results indicated that virtual nature exposure more effectively enhanced PEB when participants were exposed to familiar virtual environments, and nature connectedness mediated this relationship. These findings provide insights into the reasons for previous inconsistencies and offer valuable practical implications for educational programs and policies aimed at promoting sustainable behaviors.