Licensing Effect of Pro-Environmental Behavior in Metaverse

Hyungrok Jin, Jaehee Hwang, Bingqin Luo, Taeyeon Kim, Yongjun Sung

Research output: Contribution to journalArticlepeer-review

4 Citations (Scopus)


The Metaverse is an important virtual venue in people's daily lives. This study examined whether pro-environmental behaviors in the Metaverse with a self-customized avatar lead to licensing effects, thereby reducing pro-environmental intention in reality. In addition, the study examined the mediating effect of self-presence on the relationship between avatar customization and pro-environmental behavior. A laboratory experiment was conducted using ZEPETO, a Metaverse platform. A total of 60 participants were randomly assigned to the self-customized avatar condition or the assigned avatar condition, and they engaged in pro-environmental behaviors on the Metaverse platform. Participants with self-customized avatars had less intention to engage in pro-environmental behavior in reality after engaging in pro-environmental behavior in the Metaverse than those with assigned avatars. Furthermore, self-presence partially mediated the relationship between avatar customization and pro-environmental intention.

Original languageEnglish
Pages (from-to)709-717
Number of pages9
JournalCyberpsychology, Behavior, and Social Networking
Issue number11
Publication statusPublished - 2022 Nov

Bibliographical note

Publisher Copyright:
Copyright © 2022, Mary Ann Liebert, Inc.


  • Metaverse
  • avatar
  • licensing effect
  • pro-environmental behavior

ASJC Scopus subject areas

  • Social Psychology
  • Communication
  • Applied Psychology
  • Human-Computer Interaction
  • Computer Science Applications


Dive into the research topics of 'Licensing Effect of Pro-Environmental Behavior in Metaverse'. Together they form a unique fingerprint.

Cite this