Saving species in a snap: On the feasibility and efficacy of augmented reality-based wildlife interactions for conservation

Interactions with wildlife can contribute to biodiversity conservation outcomes, though safety and accessibility considerations limit animal encounters from being a viable strategy. This investigation explores the feasibility of mobile augmented reality facilitate interactions encourage biodversity conservation. A experience (Snapchat lens), titled “Penguin Rescue!”, was created allow users rehabilitate an oil-slicked virtual penguin. Study 1 distributed lens globally Snapchat (N = 63,605) who spent average 47 s rehabilitating penguin; psychographic data showed pro-environmental interests were not associated lens’ use. 2 employed within-subjects experimental design 80) examine effects Penguin Rescue! on outcomes. Results that interaction increased connectedness species. Moreover, social presence plausibility served as key mechanisms contributing environmental concern behavioral intentions. Overall, results clarify how biophilic via benefit