Can Climate Skeptics Be Convinced? The Effect of Nature Videos on Environmental Concern

Franzen, Axel; Mader, Sebastian (2020). Can Climate Skeptics Be Convinced? The Effect of Nature Videos on Environmental Concern. Sustainability, 12(7), p. 2972. MDPI 10.3390/su12072972

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Much research has demonstrated that videos can function as primers or nudges that influence attitudes and behaviors. Studies to date suggest that this includes influence over individual pro-environmental attitudes. However, the existing evidence all stems from samples comprised of university students. In this paper, we describe the results of a randomized online experiment in a sample of 468 climate skeptics. We presented 3-min nature documentary videos that highlighted either the beauty of nature, the endangerment of nature by humans, or a mixture of both. The results suggest that the mixed stimulus video, which shows first the beauty of nature and then its endangerment by humans does indeed increase environmental concern by almost half a standard deviation. However, none of the video treatments increased donations to pro-environmental organizations. Still, the results suggest that nudging by video also works in samples of climate skeptics, which demonstrates the external validity of former findings.

Item Type:

Journal Article (Original Article)

Division/Institute:

03 Faculty of Business, Economics and Social Sciences > Social Sciences > Institute of Sociology

UniBE Contributor:

Franzen, Axel and Mader, Sebastian

Subjects:

300 Social sciences, sociology & anthropology

ISSN:

2071-1050

Publisher:

MDPI

Language:

English

Submitter:

Sebastian Mader

Date Deposited:

19 May 2020 15:17

Last Modified:

24 May 2020 02:41

Publisher DOI:

10.3390/su12072972

Uncontrolled Keywords:

environmental skepticism; environmental concern; environmental video primers; environmental education

BORIS DOI:

10.7892/boris.143303

URI:

https://boris.unibe.ch/id/eprint/143303

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