Licensing Effect of Pro-Environmental Behavior in Metaverse

【Author】 Jin, Hyungrok; Hwang, Jaehee; Luo, Bingqin; Kim, Taeyeon; Sung, Yongjun

【Source】CYBERPSYCHOLOGY BEHAVIOR AND SOCIAL NETWORKING

【影响因子】6.135

【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.

【Keywords】Metaverse; licensing effect; avatar; pro-environmental behavior

【发表时间】

【收录时间】2022-11-20

【文献类型】实证数据

【主题类别】

区块链应用-虚拟经济-元宇宙