Stan Richards School of Advertising and Public Relations, Moody College of Communication, The University of Texas at Austin, Austin, Texas, USA.
School of Psychology, Korea University, Seongbuk-gu, Seoul, Korea.
Cyberpsychol Behav Soc Netw. 2022 Nov;25(11):709-717. doi: 10.1089/cyber.2021.0320. Epub 2022 Sep 13.
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.
元宇宙是人们日常生活中的一个重要虚拟场所。本研究考察了在元宇宙中使用自我定制头像进行环保行为是否会产生许可效应，从而降低现实中的环保意愿。此外，本研究还考察了自我呈现对头像定制与环保行为之间关系的中介作用。本研究采用 ZEPETO 元宇宙平台进行了一项实验室实验。共有 60 名参与者被随机分配到自我定制头像条件或分配头像条件，并在元宇宙平台上进行环保行为。与分配头像的参与者相比，使用自我定制头像的参与者在元宇宙中进行环保行为后，在现实中进行环保行为的意愿较低。此外，自我呈现部分中介了头像定制与环保意愿之间的关系。
