The effect of repeated exposure to immersive virtual reality on environmental preservation intention: the moderating role of message fatigue

Purpose This study aimed to examine the effect of repeated exposure to immersive virtual reality [(VR) compared with a single exposure] on climate risk perception, climate change anxiety and willingness to take action, while taking into account message fatigue as a moderating factor, based on stimulus–organism–response theory. Design/methodology/approach A laboratory experiment was carried out with 119 students. The data were analyzed using an independent samples t-test and a moderated mediation analysis with the macro PROCESS of Hayes. Findings The results revealed that repeated exposure to immersive VR (vs single exposure) positively influences climate risk perception and climate change anxiety, both of which have a positive influence on willingness to take action. Moreover, the results indicate that message fatigue plays a significant and negative moderating role in the effects of exposure type to immersive VR (single vs repeated) on climate risk perception and climate change anxiety. However, it should be noted that these results are based on a sample of Tunisian university students, which limits their generalizability to other contexts or populations. Originality/value Among emerging technologies, immersive VR is recognized as a particularly effective tool for raising awareness of environmental issues and encouraging pro-environmental behavior. However, the effects of repeated exposure to this technology remain largely understudied, particularly in the context of climate change. In addition, the integration of message fatigue as a moderating factor provides a better understanding of the limits to the effectiveness of repeated environmental messages – an aspect often neglected in previous research.