Does virtual reality make us better people?
New research shows how XR can influence our behavior in various areas of life — from eating habits to environmental protection measures. So, does immersive tech have the potential to make us better people?
Two recent studies shed light on how virtual reality and augmented reality can change our behavior and perceptions. Researchers have examined the effects of AR on eating habits and the influence of 360° VR videos on intentions to protect the environment.
The two studies raise an intriguing question: Can immersive technologies actually help to make us "better people"?
The answer, not surprisingly, isn't simple.
Tricking our senses with AR to promote healthier eating
Finnish researchers at the University of Tampere and VTT Technical Research Centre discovered that XR technology can alter our sensory perceptions, potentially making plant-based foods more appealing.
The team invited 40 participants to test a rather elaborate setup: subjects wore a Varjo XR-3 headset combined with a prototype olfactory necklace and a haptic feedback fork. They tested both meatballs and plant-based alternatives under augmented and non-augmented conditions.
The Varjo XR-3 VR headset used in the study is also used for flight simulators. Would you like to wear one of these while eating? | Picture: Varjo
The results were intriguing: visual and haptic augmentations significantly affected perception — both types of food appeared larger and heavier when augmented. However, the artificial scents didn't make much difference, and taste perception remained unchanged. Perhaps unsurprisingly, participants found eating while wearing a bulky headset rather uncomfortable.
Still, the researchers see promise here. Food and hospitality companies exploring sustainable protein alternatives might use multisensory augmentation to enhance food perception and nudge consumers toward more environmentally conscious choices.
VR videos improve our environmental awareness
Meanwhile, researchers at the University of Cologne investigated how different media formats impact environmental protection behavior. Daniel Zimmermann, Paulina Wolf, and Kai Kaspar compared the impact of 360° VR video, traditional 2D video, audio, and text on 128 participants watching environmental documentaries.
If you have a Quest 3 at home, you can use the Ocean Rift app to get a first impression of how immersive nature VR apps can be. | Image: Picselica Ltd
The VR format proved significantly more powerful at creating a sense of presence, mental immersion, and positive emotional response compared to other formats. While the presentation method didn't directly increase participants' intentions to protect the environment or donate to causes, it did have an indirect effect through what researchers call "narrative transportation" — essentially, how deeply viewers became absorbed in the story.
The real power of immersive tech is content
So can VR and AR actually make us better people? The evidence suggests it's complicated.
The Finnish food study shows that while XR can alter our perception, it can't fundamentally change our preferences. It might help ease the transition to sustainable eating habits, but it's hard to imagine anyone voluntarily donning a VR headset for dinner.
The environmental study points to VR's real strength: delivering emotionally resonant stories that motivate action. Organizations like PETA have already recognized this potential, creating VR experiences about animal welfare and veganism. Their app "When They Came For Us," which features ethical discussions with an alien AI, exemplifies this approach.
While immersive technologies can be powerful tools for behavioral change, they're most effective when paired with compelling narratives and meaningful content. The technology alone won't transform us into better people, but it can help foster empathy, broaden perspectives, and make abstract problems feel more concrete.
But still, we should maintain realistic expectations: technology isn't a silver bullet for society's challenges. Real transformation requires structural change, political will, and individual commitment to action. VR and AR can support this by raising awareness and building empathy — but ultimately, changing our behavior remains our responsibility.
What do you think? Can technology have a lasting impact on our behavior? Join the conversation on Facebook, Bluesky or X or share your opinion in the comments below.
For feedback, topic suggestions, or other ideas, please email us at hello@mixed-news.com.
Note: Links to online stores in articles can be so-called affiliate links. If you buy through this link, MIXED receives a commission from the provider. For you the price does not change.
