Willingness to participate in virtual reality technologies: Public adoption and policy perspectives for marine conservation

• Published in: Journal of environmental management 2023-05, Vol.334, p.117480-117480, Article 117480
• Main Authors: Koh, Le Yi, Wu, Min, Wang, Xueqin, Yuen, Kum Fai
• Format: Article
• Language: English
• Subjects: Attitude; computer simulation; Consumer Behavior; COVID-19; ecotourism; environmental management; equations; issues and policy; Marine ecotourism; marine environment; pandemic; risk perception; Singapore; surveys; Surveys and Questionnaires; Theory of perceived risk; Trust; Virtual Reality; Willingness to participate
• ISSN: 0301-4797; 1095-8630
• DOI: 10.1016/j.jenvman.2023.117480

Greater efforts are required to educate the public about marine conservation as the marine environment continues to deteriorate over time. A way to remotely travel during the pandemic is provided by virtual reality technologies in marine ecotourism. In order to present a theoretical framework that explains consumers' propensity to participate in virtual reality technology, this study draws on the theories of perceived risk, trust, and attitude. An online survey with 451 respondents was administered in Singapore and structural equation modeling was applied to analyze the data. The results reflect that perceived health risk, perceived financial risk, perceived social risk, and perceived performance risk, mediated by trust and attitude, have a significant influence on consumers’ willingness to participate in virtual reality technologies in marine ecotourism. After analyzing their total effects, trust was found to have the highest effect on willingness to participate, followed by attitude, perceived social risk, perceived financial risk, perceived health risk, and perceived performance risk. Overall, the present research offers new perspectives on comprehending the drivers of willingness to participate, as well as implicating policies to raise public awareness of marine conservation, as well as to raise more money to support marine conservation initiatives. [Display omitted] •Examine determinants of virtual reality adoption in marine ecotourism.•Apply perceived risk, trust and attitude theories.•Trust has the strongest influence on adoption, followed by attitude.•Followed by perceived social, financial, health and performance risks.•Draw policy implications to promote public awareness and marine conservation.