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      How Celebrities’ Green Messages on Twitter Influence Public Attitudes and Behavioral Intentions to Mitigate Climate Change

      Sustainability
      MDPI AG

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          Abstract

          This research adds to the growing body of literature on the role of celebrities as emergent spokespersons in climate advocacy using Twitter. This study investigates the effects of framing of celebrities’ messages (emotional framing and framing of celebrity involvement) on public attitudes and behaviors to address climate change. A sequential mediation process is examined with structural equation modeling. In addition, this study assesses the role of parasocial relationship (PSR) with celebrities as predictors and moderators of the impact of framing of celebrity involvement. The results indicate that fear appeals were more effective than hope appeals in driving participation in activism, but emotional framing did not affect any other variables. Framing of celebrity involvement appeals using first-person pronouns led to more positive attitudes, but had no effect on behaviors. In addition, PSR was a strong positive predictor of attitudes and behaviors.

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          Most cited references36

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          Boomerang Effects in Science Communication: How Motivated Reasoning and Identity Cues Amplify Opinion Polarization About Climate Mitigation Policies

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            Mass Communication and Para-Social Interaction

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              Climate Change Risk Perception and Policy Preferences: The Role of Affect, Imagery, and Values

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                Author and article information

                Journal
                SUSTDE
                Sustainability
                Sustainability
                MDPI AG
                2071-1050
                October 2020
                September 25 2020
                : 12
                : 19
                : 7948
                Article
                10.3390/su12197948
                f35ab4dd-228d-4378-95f8-d4c087e0ecf1
                © 2020

                https://creativecommons.org/licenses/by/4.0/

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