From Self to Society: How Threat Type and Message Mode Affect Environmental Intentions Among Young Audiences

This study examined the influence of threat type (personal vs. societal) and message mode (narrative vs. utilitarian) on young adults’ environmental intentions. Using the extended parallel process model (EPPM), this study argued for expanding the theory to include threat type (societal vs. personal) to clarify how threat is understood. A 2 x 2 factorial design was utilized to test the effects of threat type and message mode on environmental behavioral intentions. A sample of 266 university students participated in an online survey. Based on prior research, this study hypothesized that personal threats would yield the highest levels of environmental behavioral intentions and that messages in the narrative mode would yield the highest levels of environmental behavioral intentions. Additionally, this study hypothesized a variety of interactions. The hypotheses were not supported. However, results suggest that any climate change message, regardless of its threat type or message mode, led to increased perceptions of both personal and societal threats. Additionally, societal threat was consistently perceived as more severe than personal threat. Lastly, this paper suggests continued research on the role and level of efficacy required to make messages persuasive in the context of environmental communication.