Virtual reality and sustainable behavior in business

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.