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The Moderating Role of Age in the Effect of Video Playback Speed on Urgency Perception in the Context of Climate Change

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  • Xushan Sheng

    (School of Management, Zhejiang University, Hangzhou 310058, China
    Department of Public Policy, City University of Hong Kong, Hong Kong 999077, China)

  • Tiantian Mo

    (School of Management, Zhejiang University, Hangzhou 310058, China)

  • Xinyue Zhou

    (School of Management, Zhejiang University, Hangzhou 310058, China)

Abstract

Urgency perception plays a vital role in addressing the issue of climate change. However, little is known about how to promote the perceived urgency of climate change and its potential influence on proenvironmental intention and behavior. This research focuses on a potentially significant but less studied factor in video communication: video playback speed. The current research explores the effectiveness of video playback speed as a subtle behavioral nudge to influence urgency perception and proenvironmental response in the context of climate change. We conducted two survey-embedded experiments in which participants watched a climate change video playing at either normal or fast speed and then completed measurements. Data were collected first in an undergraduate sample ( n = 75) and then in a general population sample ( n = 300) and analyzed using Mann–Whitney U tests, chi-squared tests, and moderation analysis in SPSS. The results reveal that a fast playback speed of climate change video decreases the perceived urgency of climate change for younger consumers, not for older consumers. However, video playback speed does not influence proenvironmental intention and behavior. These findings enhance understanding of when video playback speed affects urgency perception and proenvironmental tendency, and provide valuable insights for climate change communication.

Suggested Citation

  • Xushan Sheng & Tiantian Mo & Xinyue Zhou, 2022. "The Moderating Role of Age in the Effect of Video Playback Speed on Urgency Perception in the Context of Climate Change," Sustainability, MDPI, vol. 14(14), pages 1-16, July.
    • Handle: RePEc:gam:jsusta:v:14:y:2022:i:14:p:8923-:d:867698
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