Message framing influences perceived climate change competence, engagement, and behavioral intentions

The effect of motivational versus sacrifice message framing on perceived climate change competence, engagement, and 15 mitigative behavioral intentions was examined in a large Canadian community sample (n = 1038). Perceived competence, engagement, and several behavioral intentions were significantly greater after exposure to motivational framing than after sacrifice framing. Gender, age, income, and educational level moderated some results, and moral engagement and agentic language also played a role. The results support the use of motivational frames rather than sacrifice frames to increase the climate-related engagement and activation of community members.

► Climate change message framing was examined in a large community sample.
► Benefit framing produced stronger behavioural intentions than sacrifice framing.
► Benefit framing produced greater perceived competence than sacrifice framing.
► Benefit framing produced more climate change engagement than sacrifice framing.
► Gender, age, and agentic language moderated these outcomes.