Planting trees in the metaverse changes self-identity and improves pro-environmental interests and attitudes towards the physical world

As we spend more time in virtual reality (VR) and the metaverse, it becomes increasingly important to understand how our experiences in the metaverse impact self-perception and behaviours in the physical world. This research thus examines how performing pro-environmental behaviours in VR influences environmental self-identity and pro-environmental interests and attitudes towards the physical world. Two experiments were conducted where participants engaged in one of two distinct VR tasks: planting trees (tree condition) or placing neutral objects (control condition) in a virtual environment. Study 1 (n = 91) showed that planting virtual trees significantly increased environmental self-identity compared to placing sheds in the control condition. Building on this, Study 2 (n = 97) found that heightened environmental self-identity following virtual tree planting mediated the relationship between condition and subsequent pro-environmental interests and attitudes towards physical nature. These findings demonstrate the link between performing pro-environmental behaviours in VR and pro-environmental engagement in the physical world. They underscore the influence of virtual behaviours on self-identity, and the potential of VR as a tool for environmental sustainability efforts.