ENGAGING VIRTUAL REALITY TECHNOLOGY TO DETERMINE PRO-ENVIRONMENTAL BEHAVIOUR: THE INDIAN CONTEXT

Abstract

The main purpose of this study is to capture key pro-environmental behaviours that are triggered when individuals are subjected to a virtual environment simulation of a pristine tourism destination. The study made use of virtual reality headsets to gauge potential predictors of pro-environmental behaviour. Pre and post intervention response differentials were recorded through a structured questionnaire on 100 individuals. The study was divided into two stages. The first stage comprised of the PLS-SEM algorithm which empirically tested postulations anchored on the Pro-Environmental Behaviour framework. The second phase of the study deployed the PLS-MGA algorithm to observe changes in propensities. Findings reveal that, virtual reality interventions partially effect how individuals perceive pro-environmental behaviour. The study advices policy makers and practitioners to cultivate industry 4.0 technologies like virtual reality to raise awareness about climate action among tourists. For academicians, the study expands the utility sprectrum of the Pro-Environmental Behaviour (PEB) framework and it is suggested that future studies inculcate virtual/augmented/extended reality competencies in experiment based investigations. The study maybe repeated in the context of other developing economies where sustainable tourism development remain a challenge.