Can immersive technologies sustain green brand image? An empirical investigation on the role of virtual nature experiences

In response to the global environmental challenges, consumers have become increasingly focused on sustainability, prompting companies to adopt eco-friendly practices. Despite these efforts, effectively communicating their environmental commitment through green advertising is not straightforward. This study explores how immersive technologies can enhance the green brand image by leveraging emotional communication of green benefits. An experiment was conducted to compare the impact of advertisements using natural imagery delivered through virtual reality (VR) technology versus traditional media (a website). The results suggest that VR can create more intense virtual natural experiences due to the mediation of presence. Additionally, virtual natural experiences facilitate mental associations between the brand image and sustainability. The study also demonstrates that this type of emotional communication is more effective for consumer segments less involved in environmental issues. The research offers practical implications for brands and advertisers.