Air travel and persuasive climate communications

Abstract

This study explores whether air travel attitudes can be changed through persuasive climate change communications. A 3 x 2 experimental design was utilized to test the impact of climate-framed messages on Australian tourists’ attitudes towards leisure air travel. The manipulations were persuasive advertisements framed around attitude functions, containing either central or peripheral message cues. The results indicate that utilitarian and value-expressive messages containing central arguments were most impactful. Climate concern and objective knowledge also served critical roles in message elaboration. Our results indicate that persuasive climate communications are integral in changing air travel attitudes and overcoming moral disengagement. Such messages targeting consumers therefore play an essential role in transitioning to lower carbon mobilities.