Virtual nature and well-being: Exploring the potential of 360° VR

This proof-of-concept study investigates the potential of immersive 360° VR nature videos to enhance emotional well-being and nature connectedness, focusing on their use as e-health interventions within social marketing initiatives. The research examined four key variables: (i) presence, or the extent to which participants felt immersed in the VR experience; (ii) emotional responses, measured by changes in participants' positive and negative affect; (iii) user experience, including enjoyment and engagement; and (iv) nature connectedness, reflecting participants' state of connection to the natural world. Using a mixed-method approach, participants (n = 63) engaged with four VR nature videos, with presence, emotional states and nature connectedness measured before and after the experience. Results showed high levels of presence, with participants reporting feelings of calmness, escape and connection to nature. Positive affect increased post-VR, although negative affect remained unchanged. Nature connectedness improved across all participants, highlighting the potential of VR nature experiences to support well-being. Individual differences, such as prior VR experience and gender, influenced perceptions, emphasising the need to tailor interventions. This study provides a foundation for using 360° VR nature videos in social marketing to promote emotional well-being, particularly for those with limited access to natural environments.