The Power of Emotional Appeal in Motivating Behaviors to Mitigate Climate Change among Generation Z
This study examines how emotionally evocative viral videos on climate change may promote Generation Z’s actions addressing climate change. Through an online survey of 583 participants, this study provides empirical evidence supporting the conceptual framework incorporating problem recognition, involvement recognition, and motivation mediators to understand the mechanism underlying the effects of emotions on advocacy behaviors from passive information seeking, to proactive willingness to speak out, and willingness to alter behavior to mitigate climate change. Results of the study provide guidelines for environmental nonprofit organizations and advocacy groups on how to educate Generation Z on the climate change issue and engage this young generation to mitigate climate change.
Tao, W., Tian, S., Sunny Tsai, W. H., & Seelig, M. I. (2022). The power of emotional appeal in motivating behaviors to mitigate climate change among Generation Z. Journal of Nonprofit & Public Sector Marketing, 1-28. Doi: 10.1080/10495142.2022.2133058
Published online: 11 Oct 2022.