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