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

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  • Axel Franzen

    (Institute of Sociology, University of Bern, 3012 Bern, Switzerland)

  • Sebastian Mader

    (Institute of Sociology, University of Bern, 3012 Bern, Switzerland)

Abstract

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.

Suggested Citation

  • Axel Franzen & Sebastian Mader, 2020. "Can Climate Skeptics Be Convinced? The Effect of Nature Videos on Environmental Concern," Sustainability, MDPI, vol. 12(7), pages 1-12, April.
    • Handle: RePEc:gam:jsusta:v:12:y:2020:i:7:p:2972-:d:342840
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    References listed on IDEAS

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    1. Nicola E Stanczyk & Eline S Smit & Daniela N Schulz & Hein de Vries & Catherine Bolman & Jean W M Muris & Silvia M A A Evers, 2014. "An Economic Evaluation of a Video- and Text-Based Computer-Tailored Intervention for Smoking Cessation: A Cost-Effectiveness and Cost-Utility Analysis of a Randomized Controlled Trial," PLOS ONE, Public Library of Science, vol. 9(10), pages 1-14, October.
    2. Post, David & Meng, Yi, 2018. "Does schooling foster environmental values and action? A cross-national study of priorities and behaviors," International Journal of Educational Development, Elsevier, vol. 60(C), pages 10-18.
    3. Shreedhar, Ganga & Mourato, Susana, 2019. "Experimental Evidence on the Impact of Biodiversity Conservation Videos on Charitable Donations," Ecological Economics, Elsevier, vol. 158(C), pages 180-193.
    4. Jean-Louis Combes & Mahamat Hamit-Haggar & Sonia Schwartz, 2018. "A multilevel analysis of the determinants of willingness to pay to prevent environmental pollution across countries," Post-Print hal-01870980, HAL.
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