The Impact of Message Framing on Attitudes Towards Environmentalism and Pro- environmental Behaviors
Loading...
Authors
Arnold, Amelia
Issue Date
2024-04-04
Type
Language
Keywords
Alternative Title
Abstract
Media messaging is always present in today's society, which is why it is essential to consider the emotional, attitudinal, and behavioral implications of these messages, particularly in terms of the pressing issues of climate change. This problem is deeply connected to issues of sustainability, as it is a root
cause of dwindling participation in mitigative and adaptive behaviors that are imperative to managing the effects of climate change. This study addresses the effects of messages that are framed in a way that produces feelings of despair, hopelessness, and apathy toward climate change in those who view it. Additionally, the study examines how hope-based framing can positively influence a person's attitudes toward climate change and their intended behaviors to prevent it. It is hypothesized that hope-framed messages will lead to higher hopeful attitudes towards climate change issues, and therefore, the greatest intent to perform pro- environmental behaviors. In this study, participants were randomly assigned to view either a hope or despair-inducing video clip and then asked to complete attitude and behavioral intention measurement scales that focused on the topics of climate change. Data was analyzed using two separate Analysis of Covariance (ANCOVA) statistical tests to determine if there were significant mean differences between the hope-inducing and despair-inducing conditions on participant's attitudes and behaviors while controlling for all other covariates. Results showed that neither the hope-framed nor despair-framed conditions had an effect on participant's attitudes toward environmentalism. Additionally, neither condition had an effect on participant intent to perform pro-environmental behaviors. However, there was a significant positive correlation between attitude towards environmentalism and intent to perform behaviors, indicating that a person with a more positive attitude towards environmentalism would also be more likely to engage in proenvironmental behaviors.
Description
Citation
Publisher
Alma College