People are spending more and more time interacting with virtual objects and environments. We argue that Roger Barker's concept of a 'behaviour setting' can be usefully applied to such experiences with relatively little modification if we recognize subjective aspects of such experiences such as presence and immersion. We define virtual behaviour settings as virtual environments where the partly or fully digital milieu is synomorphic with and circumjacent to embodied behaviour, as opposed to the fragmented behaviour settings of much-mediated interaction. We present two tools that can help explain and predict the outcomes of virtual experiences-the behaviour setting canvas (BSC) and model-and demonstrate their utility through examples. We conclude that the behaviour setting concept is helpful in both designing virtual environments and understanding their impact, while virtual environments offer a powerful new methodological paradigm for studying behaviour settings. This article is part of the theme issue 'People, places, things, and communities: expanding behaviour settings theory in the twenty-first century'.