What Short Climate Communication Videos Disseminated through Social Media Can Accomplish: Effects on Psychosocial and Normative Outcomes

Summary:

As the average global temperature of the planet rises, the urgency for mitigation measures grows. While communication theories show the importance of individual-level factors for behavior change, a norms-based approach may be effective, as pro-environmental behaviors encompass a unique social dimension in that the consequences of environmental behaviors can seem temporally and geographically distal for individuals. However, little is known about when and how shifts in normative perceptions can translate into pro-environmental behaviors. This study uses the theory of normative social behavior (TNSB) to assess the influence of existing online climate communication videos, collectively referred to as Years of Living Dangerously, to propel behavior through a norms mechanism. Participants randomly assigned to watch one of three Years of Living Dangerously videos or a control video. Before and immediately after watching the video, participants took a survey that assessed normative perceptions and other psychosocial factors, as well as pro-environmental behaviors at baseline and intentions after watching. Difference-in-difference t-tests showed that watching a treatment video effectively shifted behavior intentions and normative perceptions in comparison to the control video, despite not shifting self-efficacy. Additionally, linear regressions revealed that the effect of descriptive norms on intentions interacted with self-efficacy; a shift in descriptive norms only translated into intentions when self-efficacy was unchanged. The results of this study suggest that despite the difficulty of shifting self-efficacy, climate change communication can help influence behavior intentions if normative perceptions are shifted.

Background/Objectives

The urgency to address climate change continues to grow, yet strategies to catalyze mitigation behaviors have only recently incorporated behavioral sciences. The social dimension that underlies pro-environmental behaviors suggests a norms-based framework may be an effective way to improve pro-environmental behaviors. While the literature has demonstrated that perceptions of norms can shift behavior, little is known about how and when a normative shift can translate into pro-environmental behaviors. This study uses the theory of normative social behavior (TNSB) to assess the influence of online climate communication videos to propel people to act through a norms mechanism.

Description Of Intervention And/or Methods/Design

Participants from an online pool were randomly assigned to watch one of three climate change videos or a control video. Treatment videos were selected from Years of Living Dangerously Facebook and Twitter posts published between January and October 2017, stratified by popularity (determined by the like-to-view ratio). A Fox News video called Climate Change Denial A Crime? was used as the control video. The control video was similar in length to the treatment videos and discussed the debate around climate change. Participants were surveyed immediately before and after watching the assigned video. Difference-in-difference t-tests were used to assess the ability of watching one of the treatment videos to shift behavioral intentions, normative perceptions, and related psychosocial factors. Additionally, hierarchical linear regressions were used to investigate if and when the magnitude of change in psychosocial factors could predict intentions, while controlling for previous pro-environmental behaviors.

Results/Lessons Learned

The t-tests showed that watching one of the three treatment videos were more effective in shifting intentions, descriptive and injunctive norms, risk perceptions, and motivation in comparison to the control video. However, the treatment videos were unable to shift self-efficacy more than the control video. The overall model explained 47% of total variance. Watching one of the treatment videos resulted in more positive pro-environmental behavior intentions ( = 0.11, p < 0.01). This study also found that injunctive norms ( = 0.12, p < 0.001) and motivation ( = 0.08, p < 0.05) were predictors of intentions. Additionally, the relationship between change in descriptive norms and intentions was moderated by self-efficacy ( = -0.07, p < 0.05), such that shifting descriptive norms was positively associated with behavior change only when the change in self-efficacy was low.

Discussion/Implications For The Field

Study results highlight the importance of targeting injunctive and descriptive norms, risk perception, self-efficacy and motivation in climate change communication, and other contexts with similar distal consequences that influence human behavior. While shifting self-efficacy can improve pro-environmental behaviors, this is often difficult to do. However, the interaction effect found in this study suggests that a shift in descriptive norms can translate into pro-environmental behavior intentions, even when self-efficacy is unchanged. Future applications of the theory of normative social behavior should continue to explore how self-efficacy may moderate the relationship between descriptive norms and behaviors.

Abstract submitted by:

Hagere Yilma - George Washington University 

Rajiv Rimal - JHU

Hina Shaikh - George Washington University 

Sabrina McCormick  - George Washington University 

Ashley  Bieniek-Tobasco

Amandeep Kaur - George Washington University