Leveraging Augmented Reality for Anti-Littering: A Cross-Cultural Study on Environmental Awareness App

Littering remains a pervasive worldwide issue that transcends national development levels, demanding novel approaches to promote behavioural change. This empirical study fills a fundamental gap in understanding consumer acceptance of Augmented Reality (AR) technology for environmental awareness, which is an underexplored subject despite AR's rapid usage in industries like cultural heritage and retail. By integrating behavioural frameworks—the Technology Acceptance Model (TAM) and Theory of Planned Behaviour (TPB)—this cross-cultural investigation examines how personality traits and anti-littering intentions correlate with acceptance of a tailored environmental AR application (Environmental Awareness Augmented Reality App, EVA). A mixed-methods approach evaluated three app variants: a standard mobile app (EVA 1), an AR-enhanced app (EVA 2), and a gamified AR app (EVA 3), across case studies in Australia and Saudi Arabia. The findings indicated that augmented reality interventions, especially those incorporating gamification, were more effective than non-augmented reality alternatives in fostering anti-littering behavioural intent. Both AR versions (EVA 2 and EVA 3) produced moderate-to significant behavioural changes, with the gamified iteration demonstrating slightly greater effectiveness; however, further examination of game design elements is warranted. Participants recognised augmented reality games, videos, and interactive imagery as the most effective instruments for promoting environmental stewardship. This study highlights the potential of augmented reality (AR) as a transformative medium for promoting pro-environmental behaviour change, providing practical insights for policymakers and developers seeking to utilise immersive technologies in sustainability initiatives. This study's cross-cultural validation and innovative integration of the Technology Acceptance Model and Theory of Planned Behaviour in an environmental context enhance the discussion on technology-driven behavioural interventions.