Visual Communication of Climate Change: Local Framing and Place Attachment

To examine the effects of local versus global message framing concerning climate change, data were gathered from 114 undergraduate students at a Southern US coastal university. The experiment accounted for participants' perceived attachment to their environments (place attachment) to observe whether it related to increased engagement and risk perceptions. Messages were most effective in eliciting environmental action when local effects of climate change were emphasized. Those reporting more connection to their local environments perceived more risks and intended more mitigating actions. The results may assist practitioners, researchers, and decision makers in developing more effective approaches to climate change mitigation.