Temporal Framing, Perspective Taking, and Sustainable Intentions

Abstract

Climate change communication presents a significant and pressing challenge for social and scientific spheres alike. One major barrier in promoting climate concern and sustainable behaviour change is psychological distance, i.e., the perception that climate change is distant from oneself in the here and now. Temporal distance may prove particularly interesting in risk analysis research, considering the current focus on future predictions in communication strategies. Overcoming temporal distance, however, requires tailored, interactive interventions. The present study adapts and combines two methods from previous research by comparing current frames in perspective-taking scenarios vs. future and control frames and their influence on sustainable attitudes and intentions. Participants (n = 73) were recruited via convenience sampling and assigned to read one of three perspective-taking vignettes: current (year 2023), future (year 2050) or control (neutral subject). All data was collected via an online questionnaire which included items on demographics, temporal distance, sustainable intentions, hopefulness, and concerns about climate change. Our analyses found only small and nonsignificant differences between temporal framing groups for both concerns and sustainable intentions. An exploratory analysis based on self-reported temporal distance did, however, find a significant effect on general sustainable motivation through concerns but no effect on intentions to reduce meat-eating. Low hopefulness scores were found to moderate the interactions between temporal framing, concerns, and sustainable intentions. This research provides important insights regarding the importance and malleability of temporal distance, as well the inflexibility of meateating, and the potential role of hopefulness in climate change communication and mitigatio