Year: 2021
Type: article
Abstract: In this short communication we propose virtual reality (VR) as an experimental approach to study sustainable behavior in business, taking advantage of its characteristics that provide objective assessment methods with high validity. This approach exploits VR capabilities to generate immersive environments that recreate situations under which theorized relationships of sustainable behavior reveal themselves. We conjecture that high-immersive virtual environment (HIVE) research on corporate responsiveness to green demand will improve our understanding of the conditions and contexts under which a theory-driven approach to study this sustainable behavior applies.
Authors: Albert Jolink, Eva Niesten
Institutions: SKEMA Business School, Université Côte d'Azur
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: gold
Estimated APC paid: $1,200
OpenAlex ID: W3135820720