Virtual reality is only mildly effective in improving forest conservation behaviors.

Virtual Reality (VR) enables immersive experiences that can enhance awareness about environmental problems. We measure the effectiveness of VR versus 2D in an environmental campaign using a field experiment in Brazil. 617 passers-by at a mall were randomly assigned to watch a video clip about the Amazon Forest through VR or a traditional 2D device, with some being randomly interviewed before watching the movie (control group).