Ben O'Connell
New research out of the University of Canterbury explores the crucial role emotions play in behaviour change and decision-making when acting sustainably.
Her latest research investigates the “intersection of emotions and pro-climate action”. She says the open-ended questions that came from the study focus on impact, as not all environmental actions are equally beneficial for mitigating the climate crisis.
It is also important to focus on sustained, long-term behaviour change as opposed to one-off action. For instance, reducing plastic use and waste as a repeated action and lifestyle change and looking around the globe, especially the Global South, rather than just focusing research on Western, industrialised countries.
“Climate change is a global problem and for a long time, research on climate perceptions and behavioural mitigation avenues has focused disproportionality on the Global North.
“How a country is or will be affected by the consequences of climate change can influence how people in different parts of the world think, feel, and act in the face of climate change and sustainability.
“It is important to understand people’s perceptions and attitudes around the world. We need to tackle this crisis together – we all play a crucial part.”
Dr Claudia Schneider looks into what affects people’s behaviour in climate change mitigation and sustainability and what might motivate them to take positive action, such as choosing walking over driving or reducing plastic waste.
“How people feel influences how we act in many situations. Research shows that emotions are key indicators of pro-environmental engagement, but also need to be used with care and caution by environmental communicators, so it doesn’t lead to emotional numbing or reactance.”
Some of her earlier work showed that positive environmental communication is more beneficial than negative emotional messaging in instilling pro-climate action.
Findings showed that people were more inclined to take positive action if they were encouraged to take pride in their efforts rather than feeling bad if they didn’t.
Read her findings here: Sage Journals
Emotions play a powerful and sometimes complex role in environmental engagement. Both negative and positive emotions impact the actions we take towards climate change. Fear, sadness, anger, and guilt can all be drivers for environmental action. Witnessing environmental destruction or the potential consequences of climate change can spark a desire to make a positive difference. On the other hand, Hope, inspiration, and a sense of accomplishment can also fuel engagement. Experiencing the beauty of nature or the joy of collective action for the environment can motivate people to keep going
The key is finding the right balance. Overwhelming negativity, such as feeling overly fearful or helpless, can be paralysing, leading to inaction. Unrealistic optimism, such as a false sense of security from positive emotions, can lead to complacency, hindering efforts to address environmental problems.
Considering these factors can help us promote engagement and curate messaging more carefully. By understanding how emotions influence behaviour, environmental communicators can tailor messages that resonate with people and inspire action. Environmental organisations can find ways to cultivate positive emotions while acknowledging the challenges and fostering a sense of hope and empowerment.
Emotions are a powerful force in shaping our environmental behaviour. By understanding this connection, as furthered by Schneider’s work, we can create more effective strategies to engage people in protecting our planet.