Making It Personal: How Place Attachment in the Metaverse Can Influence Sustainable Behavioral Intentions

The study examines how immersive virtual experiences in the metaverse can foster environmental awareness and drive pro-environmental behavior intention. Using the interactionist theory of place attachment (ITPA) and situated cognition theory, we propose a research model highlighting how meaningful interactions in virtual environments can simulate attachment to places, which influences users’ cognitive and emotional engagement and sustainable behavioral intentions. We test this research model using the “Reef Migration” from theBlu, a virtual marine tour available on Steam. 300 Participants used a virtual reality headset to explore marine life and then answered a survey. A pre-recorded audio script was developed to provide information about the marine species and the threats they face, educating participants as they navigate the virtual tour. Our findings show that the metaverse’s sensory perceptions (telepresence and media richness) enhance location awareness, while technology affordance (ease of use and usefulness) increases task awareness. These immersive experiences evoke emotional responses and cognitive engagement, altering mental models and promoting sustainable behavior. The metaverse can bridge gaps in environmental education for those unable to access real-world environments due to constraints. By offering meaningful experiences, the metaverse fosters attachment to virtual places, influencing sustainable behaviors similar to real-world interactions.