How 360-Degree Video Influences Content Perceptions and Environmental Behavior: The Moderating Effect of Environmental Self-Efficacy

Whereas the positive impact of 360-degree video on user experience has been demonstrated, its persuasive potentials have not been fully investigated. A lab experiment compared proenvironmental 360-degree videos and unidirectional videos in their persuasive effectiveness. Environmental self-efficacy, the degree to which individuals believe that they can influence the outcomes associated with global warming, has been proposed as a moderator. In a lab experiment ( N = 76), higher environmental self-efficacy participants perceived the same video content as more fun and credible while using the 360-degree feature. They also displayed higher intentions to protect the environment after interacting with the 360-degree videos.