By: |
Giuseppe Attanasi (Sapienza University of Rome, Italy; BETA, University of Strasbourg, France; Université Côte d'Azur, CNRS, GREDEG, France);
Barbara Buljat Raymond (Université Côte d'Azur, France; GREDEG CNRS);
Agnès Festré (Université Côte d'Azur, France; GREDEG CNRS);
Andrea Guido (Université Bourgogne Franche-Comté; Burgundy School of Business) |
Abstract: |
We test whether augmented reality (AR) can serve as a fundraising tool by
providing a more immersive way of communicating about environmental issues. In
two incentivized studies, we exposed people to AR visualizations illustrating
the consequences of plastic pollution, and measure the effect on participant'
psychological distance, concern, intention to act and real proenvironmental
behavior (donation to pro-environmental organizations). Results show evidence
of heterogeneous effects depending on participants’ self-reported
pro-environmental attitudes and personal characteristics: following the
intervention, individuals with low environmental engagement were likely to
reduce their psychological distance, while the opposite happened for
individuals engaged in sustainable practices. However, despite AR
visualizations reduced the psychological distance of a subset of individuals,
our experimental intervention did not increase donation levels. Taken
together, our results raise concerns about the use of AR technologies in
fundraising and highlight the need for personalised interventions that take
into account the heterogeneity of target groups. |
Keywords: |
Augmented Reality (AR), experiment, decision making, environmental fundraising, psychological distance, pro-environmental behavior, pro-environmental attitudes |
Date: |
2023–11 |
URL: |
http://d.repec.org/n?u=RePEc:gre:wpaper:2023-15&r=res |