ORIGINAL RESEARCH
How Does VR Customer Knowledge Education
Promote Sustainable Product Purchase Intention?
A Study Based on Self-Determination
Motivation Theory
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School of Media & Communication, Wuhan Textile University, Wuhan, 430073, China
Submission date: 2023-05-19
Final revision date: 2023-07-03
Acceptance date: 2023-07-08
Online publication date: 2023-09-12
Publication date: 2023-10-25
Pol. J. Environ. Stud. 2023;32(6):5095-5106
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ABSTRACT
Virtual reality (VR) technology can promote sustainable consumption and pro-environmental
behaviour. However, few studies have examined the psychological mechanisms that promote sustainable
purchase intention from the perspective of VR education. Based on the self-determined motivation
theory and VR attributes, this study proposes and empirically examines the underlying mechanism
of VR customer knowledge education on sustainable purchase intention. The results show that VR
customer knowledge education has a positive effect on customers’ sustainable product knowledge levels,
and subsequently, on sustainable purchase intention through the two mediators of knowledge richness
and usefulness. Additionally, customers’ intrinsic (versus extrinsic) learning motivation leads to a
higher sustainable knowledge enhancement effect. Nonetheless, this effect is moderated by customers’
prior sustainable knowledge; customers with low (versus high) prior sustainable knowledge are more
susceptible to the effects of VR customer knowledge education.