Predictors of Climate Change Activism Communication in Social Networks

It is critical to understand the determinants of climate change activism (CCA) and CCA communications (CCAC). Such information can help organizations that are committed to addressing climate understand and predict who will engage in CCA, identify barriers to CCA, and develop programs to address these barriers to diffuse climate change activism messages and behaviors through social networks and to mobilize action. This study longitudinally investigates psychosocial predictors of CCAC. Study participants were drawn from a randomized clinical trial of US adults (N = 622). Participants completed baseline and follow-up surveys between August to September 2022. Logistic regression models assessed psychosocial factors and implementation intention factors that predicted CCAC at follow-up. The multivariate logistic regression model baseline factors of positive social network norms related to CCAC (aOR: 1.25, 95% CI: 1.10–1.43), comfort encouraging others to engage in CCAC (aOR: 1.74, 95% CI: 1.01–2.88), and following a climate change social media account (aOR: 2.65, 95% CI: 1.74–4.02) were significantly associated with CCAC at follow-up. In a sub-analysis, plans on talking within a week and having in-person conversations versus texting/email were positively associated with CCAC. These findings suggest that strategies to improve comfort talking about CCA and implementation intentions may increase interpersonal CCAC.