Using Augmented Reality technology to promote pro-environmental behavior

Abstract

While emerging research suggests that Augmented Reality (AR) may serve as an effective tool for promoting pro-environmental behavior (PEB), empirical evidence on its causal impact, underlying mechanisms, and effective design remains limited. This thesis advances theoretical and practical understanding of how AR can be effectively employed to promote sustainable consumption behavior through three experimental studies.
Study 1, a 2×2 online immersive experiment, examines how 360° environmental displays and environmental information prompts evoke awe and empathy with nature, and how these emotions together with perceived consumer effectiveness (PCE) to shape individuals’ support for environmental restoration initiatives. The findings demonstrate that AR can activate distinct emotional pathways: awe directly enhances PEB, whereas empathy influences PEB indirectly through PCE.
Study 2 transitions to an offline retail context to compare AR against traditional video-based product presentations. Conducted as a field experiment, it evaluates AR’s effect on consumers’ intentions to purchase a green product and tests the role of interactivity, a core AR affordance. Results show that AR outperforms video in enhancing purchase intention, with interactivity playing an important role, highlighting AR’s value in real-world decision environments.
Study 3 further examines how specific AR design features can optimize sustainability persuasion. A field experiment tests anthropomorphic visual elements and real-time environmental feedback cues. Findings reveal that anthropomorphism enhances empathy, while feedback cues heighten self-accountability; together, these features synergistically amplify green product purchase intentions more strongly than when implemented individually.
Together, the three studies offer a comprehensive mechanism-based and design-driven understanding of AR’s capacity to promote pro-environmental and sustainable consumption behaviors. The dissertation contributes theoretically by integrating cognitive, affective, and motivational pathways, methodologically by providing robust causal and field-based evidence, and practically by offering actionable AR design principles for environmental organizations, policymakers, and marketers. The findings position AR as a powerful “green-activating” technology capable of bridging the persistent gap between environmental communication and sustainable action.

Date of Award	15 Mar 2026
Original language	English
Awarding Institution	University of Nottingham
Supervisor	David Phang (Supervisor) & Boying Li (Supervisor)