Does individuals’ pro-environmental behavior in the virtual world influence their perceived human-nature connection? The green consumption effect

Pro-environmental behavior is becoming increasingly prevalent in the virtual world, such as Ant Forest. This study investigated how virtual pro-environmental behavior (VPEB) influences individuals’ feelings about the perceived human-nature connection (HNC). Deploying a survey method, this study shows that individuals' pro-environmental behavior in the virtual world positively affects their perceived HNC. This study further confirms that engaging in pro-environmental behaviors in the virtual world elicits a warm glow feeling among users, primarily by enhancing their sense of social worth. In turn, this warm glow feeling positively influences individuals’ sense of connection with nature. Moreover, this study demonstrates the moderating role of psychological ownership in this relationship. In the virtual world, experiencing a sense of psychological ownership over virtual environmental assets or activities can strengthen the connection between VPEB and an individual’s perceived HNC. This study contributes to a deeper understanding of how virtual experiences influence individuals’ perceived HNC, ultimately informing the development of more effective interventions.