Correlates of Climate Change Action Communication Modalities in the United States

Abstract

Communicating about actions to address climate change is critical to mobilize collective actions, and enact policies for climate change mitigation (prevention) and adaptation to climate change. The current study assessed factors associated with climate change action (CCA) communications in the US. Respondents were recruited through Prolific, an online survey research platform. The sample was restricted to the 599 respondents who reported that the issue of climate change was extremely or very important to them. Key outcome variables included (1) talking to family/friends about CCA, (2) texting/emailing family/friends about CCA, and (3) posting or sharing a post on social media about CCA. Multinomial logistic regression models examined correlates of CCA communications. Descriptive and injunctive social norms, barriers to CCA, and climate change distress were consistently significantly associated with engaging in the three CCA communication modalities in the prior month compared to never. This study’s results suggest that talking with peers is the most common form of CCA communication, and is associated with social norms and distinct barriers to CCA. Organizations that address climate change should consider utilizing dialogical approaches to shift social norms related to CCA, and foster CCA communications and address barriers to CCA.

Keywords

• climate change
• activism
• collective action
• barriers
• communication