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,...

Full description

Saved in:
Bibliographic Details
Published in:Journal of nonprofit & public sector marketing 2024-01, Vol.36 (1), p.37-64
Main Authors: Tao, Weiting, Tian, Shiyun, Sunny Tsai, Wan-Hsiu, Seelig, Michelle I.
Format: Article
Language:English
Subjects:
Climate change
emotional appeal
situational theory of problem solving
YouTube video
Citations: Items that this one cites
Items that cite this one
Online Access:Get full text
Tags: Add Tag
No Tags, Be the first to tag this record!
Description
Summary: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.
ISSN:1049-5142
1540-6997
DOI:10.1080/10495142.2022.2133058