The Power of Emotional Appeal in Motivating Behaviors to Mitigate Climate Change among Generation Z

Document Type

Peer-Reviewed Article

Publication Date

2022

Abstract

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.

Comments

Published online: 11 Oct 2022.

DOI

10.1080/10495142.2022.2133058

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