Understanding experiences in metaverse: How virtual nature impacts affect, pro-environmental attitudes, and intention to engage with physical nature

The metaverse which is constructed by virtual reality (VR) can afford immersive experiences that are more vivid and attractive than those in the physical world. In this research, we focus on virtual nature experiences in the metaverse, and investigate how its exposure influences affective states and attitudes towards physical nature. Two studies were conducted, and results consistently showed that through the mediation of connectedness to nature, experiencing virtual nature resulted in more positive affect, pro-environmental attitudes, and intention to engage with physical nature, compared to experiencing a virtual art museum. These findings highlight how experiences in the metaverse may affect our emotions and behaviors in the physical world and have important implications for human-nature relations in the age of the metaverse. •The metaverse can afford more vivid and attractive experiences than the physical world.•Examined the impact of virtual nature in the metaverse on affect and attitudes towards physical nature in the real world.•Virtual nature promoted positive affect, pro-environmental attitudes, and intention to engage with physical nature.•Connectedness to nature mediated the effect of virtual nature on these affective and environmental outcomes.