Abstract
As we spend more time in virtual reality (VR) and the metaverse, it becomes increasingly important to understand how our experiences in the metaverse impact self-perception and behaviours in the physical world. This research thus examines how performing pro-environmental behaviours in VR influences environmental self-identity and pro-environmental interests and attitudes towards the physical world. Two experiments were conducted where participants engaged in one of two distinct VR tasks: planting trees (tree condition) or placing neutral objects (control condition) in a virtual environment. Study 1 (n = 91) showed that planting virtual trees significantly increased environmental self-identity compared to placing sheds in the control condition. Building on this, Study 2 (n = 97) found that heightened environmental self-identity following virtual tree planting mediated the relationship between condition and subsequent pro-environmental interests and attitudes towards physical nature. These findings demonstrate the link between performing pro-environmental behaviours in VR and pro-environmental engagement in the physical world. They underscore the influence of virtual behaviours on self-identity, and the potential of VR as a tool for environmental sustainability efforts.