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Beyond Surveys: Using Immersive Virtual Reality to Explore Sustainability Preferences

Author

Listed:
  • Phoebe Koundouri
  • Theodoros Daglis
  • Conrad Landis
  • Akrivi Katifori
  • George Gkanias

Abstract

The present work examines urban residents' preferences for biodiversity conservation, heatwave-related living conditions, and traffic-related noise and pollution, using a discrete choice experiment (DCE), also considering willingness-to-pay (WTP) and the influence of immersive virtual reality (VR) exposure, focusing on the metropolitan area of Athens. More importantly, VR exposure examined whether individuals' preferences were affected, focusing on its methodological contribution to the better planning of urban sustainability interventions. According to the results, biodiversity emerges as the most valued attribute, followed by heatwave measures, and then, traffic reduction, and VR exposure affects individuals' preferences for traffic measures, emphasizing its methodological value for improving urban sustainability decisions.

Suggested Citation

  • Phoebe Koundouri & Theodoros Daglis & Conrad Landis & Akrivi Katifori & George Gkanias, 2026. "Beyond Surveys: Using Immersive Virtual Reality to Explore Sustainability Preferences," DEOS Working Papers 2614, Athens University of Economics and Business.
    • Handle: RePEc:aue:wpaper:2614
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    References listed on IDEAS

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    1. Liu, Yu-Hsin & Prince, Jeffrey & Wallsten, Scott, 2018. "Distinguishing bandwidth and latency in households’ willingness-to-pay for broadband internet speed," Information Economics and Policy, Elsevier, vol. 45(C), pages 1-15.
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