Eliciting pro-environmental behavior with immersive technology: The roles of awe, empathy with nature, and perceived consumer effectiveness

Teh, C., Liu, L. (L.), & Phang, C. W. (2026). Eliciting pro-environmental behavior with immersive technology: The roles of awe, empathy with nature, and perceived consumer effectiveness. Information & Management, 63, 104258. https://doi.org/10.1016/j.im.2025.104258
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This study wasn't conducted by MeshMinds, it was built on our work. Researchers at NEOMA Business School used Ecosphere AR, an immersive augmented reality experience MeshMinds created with the UN Environment Programme for World Environment Day 2021, as the basis for a peer-reviewed study published in Information & Management. Their findings scientifically validated what we had always set out to do: use immersive technology to turn environmental awareness into real action. I’m sharing it here because it's the closest thing to external proof that this work matters.