Underwater virtual reality for awe, ocean connectedness, and pro-environmental behavior: a randomized controlled trial

Abstract As the ocean’s capacity to sustain human and planetary health is increasingly jeopardized by anthropogenic stressors, there is an urgent need for the widespread adoption of pro-environmental behaviors (PEBs) to protect the marine ecosystems upon which all life on Earth depends. Underwater virtual reality (UVR)—i.e., wearing a waterproof VR headset while immersed in water—is a novel immersive technology offering realistic underwater experiences that may reduce visceral distance and thus enable greater psychological access to the marine world. This pre-registered study constitutes the first empirical investigation of UVR’s potential as an intervention tool for ocean conservation. Participants ( N = 214) were randomly allocated to one of three conditions with increasing levels of immersion (PC, VR, UVR) and watched two 5-minute 360-degree videos depicting underwater dives and encounters with charismatic megafauna. Psychological and behavioral responses were assessed through surveys immediately before, after, and one month post-intervention. Results show UVR’s significant effects on presence (vs. PC/VR); cybersickness, awe (time and physiological dimensions), ocean connectedness (vs. VR); and donations to a marine environmental cause (vs. PC). No effects were found on short-term behavioral intentions and long-term PEBs. Significant gender differences were found in most outcomes and presence predicted awe and ocean connectedness. Results indicate UVR’s unique ability to induce ocean connectedness more than nature connectedness; further empirical, theoretical, and practical implications, as well as limitations and future research directions, are discussed. Findings underscore UVR’s potential to induce significant psychological and behavioral responses to the marine environment that outperform less immersive media, thus advancing our understanding of its intervention potential for ocean conservation.