Communicating for impact and action

Background

Effective climate change communication is crucial for fostering public action to mitigate its impacts. Despite this, few studies have tailored messages based on individual differences like environmental worldviews and eco-emotions. This study employs the Extended Parallel Process Model (EPPM) by Witte (1992), integrating these individual differences to examine climate change message acceptance and actions within an Australian context.

Research Questions / Hypotheses

Research Hypothesis It is hypothesised that:

  1. Individuals exposed to CC messages that include specific, actionable recommendations are more likely to perceive a higher level of response efficacy, and in turn engage more in the danger-control process, as outlined in the EPPM.
  2. In contrast, without actionable recommendations, individuals exposed to CC messages are more likely to engage in the fear-control process, consistent with the EPPM.
  3. Individuals with a strong anthropocentric worldview are more likely to be motivated by and accept CC messages emphasising local (Australian-specific) issues than messages focusing on global CC issues.
  4. Australian residents' eco-centric (anthropocentric) worldview would positively (negatively) predict their perception of CC risk and subsequent mitigation behaviours. Furthermore, risk perception would mediate the relationship between their environmental worldview and mitigation behaviours.
  5. Eco-anger will positively predict CC risk perceptions and subsequent mitigation behaviours. Risk perception will mediate the relationship between eco-anger and mitigation behaviour.
  6. Eco-depression will not predict CC risk perception or mitigation behaviours.
  7. If eco-anger positively predicts risk perception and mitigation behaviour, it should also positively predict the danger control process (message acceptance) in EPPM.

Participants

Our sample collection includes two phases. First, we had a sample (N = 180) in June 2024. Then, at the end of July 2024, a new sample of N = 217 was collected. After data clearance (the process is discussed below), the final samples for these two phases were N = 152 and N = 201, respectively. Together, it consisted of 266 females (75.4%), 81 males (22.9%) and 6 non-binary (1.7%). Approximately 33.1% were international students (43.4% for the first sample).

Methods

Participants (N = 353) participated in an online experiment with a 2 × 2 between-subject design and, completed a series of questionnaires to measure their environmental worldviews, risk perception, eco-emotions, mitigation behaviours, and Risk Behaviour Diagnosis Scale (RBDS; Witte, 1996).

Results

Path Analyses and ANOVAs/MANOVAs indicated that messages with actionable recommendations were more likely to be accepted. Individuals with strong anthropocentric worldviews were less receptive to general messages but more responsive to those highlighting local issues (Australian-specific). Eco-anger and eco-anxiety significantly predicted climate change risk perceptions, mitigation behaviours, and communication message acceptance, whereas eco-depression did not. These findings underscore the effectiveness of EPPM-framed messages that address recommended actions and consider individual differences in the Australian context.

Implications

These findings underscore the effectiveness of EPPM-framed messages that address recommended actions and consider individual differences in the Australian context. Tailoring messages to include local impacts can reduce psychological distance and effectively motivate public action. This research provides valuable insights for crafting impactful climate change communications that resonate with diverse audiences.