The role of iconic places, collective efficacy, and negative emotions in climate change communication

Abstract

Communication strategies designed to strengthen individual and community climate action play a key role in reducing greenhouse gas emissions and averting worst-case climate scenarios. However, communicating climate change in a way that motivates action remains a significant challenge. Through two experimental surveys with representative samples of Australian residents (n1 =723, n2 =729), we investigated whether climate messages that highlight relevant and iconic places, such as the Great Barrier Reef (GBR), could strengthen individual action on climate change and if so, what messages are most effective in motivating climate-related behaviour. Participants were randomly allocated to receive one of eight messages about climate change and/or the GBR, or a control condition. In Study 1, we found that climate messages centred around the GBR are more effective in strengthening intentions to adopt energy reduction behaviours than generic (non-reef) climate messages when compared to control. However, we find that they are limited in their ability to motivate more impactful civic and social behaviours, including those which seek to influence climate policy support. In Study 2, we found that messages emphasising collective efficacy can enhance message effect and influence the uptake of a broader range of behaviours, both intentions and in situ behaviour. Mediation analysis suggests that this effect was largely driven by emotions related to distress and that place identity and positive emotions did not play a significant role. This research offers an alternative for those looking to expand beyond traditional climate communication strategies and has implications for both theory and practice.