Description
Recent research has argued that eco-anxiety – distress resulting from anticipated damages caused by the climate crisis (Clayton et al., 2017) – is both a negative consequence of climate change on society, as well as a potential contributor to the slow societal response to this threat (Clayton & Karazsia, 2020; Hickman et al., 2021). While eco-anxiety is widespread, particularly among youth, the debate about effective ways to tackle eco-anxiety and encourage pro-environmental action is ongoing, with arguably unsatisfactory result (see e.g. Guthrie, 2022; Hickman et al., 2021; Hörnfeldt, 2018).Our paper contributes to this debate by exploring the effect of climate action role models in this context. It investigates the research question: what is the effect of climate action role models on eco-anxiety and environmental action?
Building on Protection Motivation Theory, which models the individual appraisals of risks, rewards and efficacy in regard to threats and action (Floyd et al., 2000; Rogers, 1975, 1983), we explore the effect of role models in forming emotional and behavioral responses to the climate crisis. We hypothesize that familiarity to role models (e.g., climate activists, climate CSOs, social entrepreneurs, etc.) enhances coping appraisal, thereby increasing pro-environmental action, and reducing climate anxiety. As role models demonstrate the feasibility and effectiveness of climate action, they assist the development of self-efficacy (Devine‐Wright et al., 2004) and encourage imitation (Lawson et al., 2019; Scherer et al., 1989), while also reducing anxiety through inducing perceptions of control and agency vis-á-vis the threat (Deci & Ryan, 2000; Pihkala, 2020; Wullenkord et al., 2021).
Our studies employ a quantitative research approach to test these hypotheses, using two complementary data sources: (1) a survey among global Impact Hub network, providing results with high external validity, and (2) a randomized online experiment among app. 300 young individuals based in Vienna, Austria, aiming at high internal validity.
Preliminary analyses of the large-scale survey of entrepreneurs, freelancers and employees in the Impact Hub network (n= 1,332) confirm some, but not all hypotheses. Results show that the climate crisis is perceived as an existential threat by the majority of respondents. Also, many respondents have found role models for coping with the climate crises in their life, ranging from entrepreneurs and people with sustainable lifestyles to activists and politicians. As hypothesized, familiarity to such role models increases response appraisal and, consequently, positively influences climate action.
However, contrary to our expectations, familiarity to role models was not associated with a significant decrease but a significant increase of climate anxiety in our sample. Potential explanations for this finding include that role models might reduce the cognitive distance to the climate crisis thereby make its threat more salient (Bendell et al., 2020; Chu & Yang, 2019), and other arguments. Further analysis is necessary to gain a deeper understanding of this potentially paradox effect and will be provided through the online experiment. Results will be available for presentation and discussion at the 16th ISTR International Conference.
References
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Period | 18 Jul 2024 |
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Event title | 16th International ISTR Conference : Crisis After Crisis After …: What About the Third Sector? |
Event type | Conference |
Conference number | 16 |
Location | Antwerp, BelgiumShow on map |
Degree of Recognition | International |