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

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  • Sejung Park

    (Tim Russert Department of Communication, John Carroll University, University Heights, OH 44118, USA)

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.

Suggested Citation

  • Sejung Park, 2020. "How Celebrities’ Green Messages on Twitter Influence Public Attitudes and Behavioral Intentions to Mitigate Climate Change," Sustainability, MDPI, vol. 12(19), pages 1-22, September.
    • Handle: RePEc:gam:jsusta:v:12:y:2020:i:19:p:7948-:d:419625
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    References listed on IDEAS

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    1. Paul M. Kellstedt & Sammy Zahran & Arnold Vedlitz, 2008. "Personal Efficacy, the Information Environment, and Attitudes Toward Global Warming and Climate Change in the United States," Risk Analysis, John Wiley & Sons, vol. 28(1), pages 113-126, February.
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    Cited by:

    1. Manel Jiménez-Morales & Marta Lopera-Mármol, 2022. "Greening and Celebrification: The New Dimension of Celebrities through Green Production Advocacy," Sustainability, MDPI, vol. 14(24), pages 1-13, December.
    2. Nicole H. O’Donnell & Jeanine P. D. Guidry, 2022. "Beyond Personal Responsibility: Analyzing How Attributing Responsibility for Environmental Protection Can Hinder Action," Sustainability, MDPI, vol. 14(20), pages 1-15, October.
    3. Evangelia Ktisti & Leonidas Hatzithomas & Christina Boutsouki, 2022. "Green Advertising on Social Media: A Systematic Literature Review," Sustainability, MDPI, vol. 14(21), pages 1-25, November.

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