Willingness to participate in virtual reality technologies: Public adoption and policy perspectives for marine conservation

Abstract

Greater efforts are required to educate the public about marine conservation as the marine environment continues to deteriorate over time. A way to remotely travel during the pandemic is provided by virtual reality technologies in marine ecotourism. In order to present a theoretical framework that explains consumers' propensity to participate in virtual reality technology, this study draws on the theories of perceived risk, trust, and attitude. An online survey with 451 respondents was administered in Singapore and structural equation modeling was applied to analyze the data. The results reflect that perceived health risk, perceived financial risk, perceived social risk, and perceived performance risk, mediated by trust and attitude, have a significant influence on consumers’ willingness to participate in virtual reality technologies in marine ecotourism. After analyzing their total effects, trust was found to have the highest effect on willingness to participate, followed by attitude, perceived social risk, perceived financial risk, perceived health risk, and perceived performance risk. Overall, the present research offers new perspectives on comprehending the drivers of willingness to participate, as well as implicating policies to raise public awareness of marine conservation, as well as to raise more money to support marine conservation initiatives. © 2023 Elsevier Ltd