Visual Framing of Environmental Imagery: Effects on Emotional and Cognitive Engagement and Pro-Environmental Intention

Abstract

Effective climate change communication is essential to inspire public engagement and encourage pro-environmental behaviour. Visual framing—how environmental issues are presented through imagery—can strongly influence how individuals emotionally and cognitively respond to climate messages. This study examines the effects of positive versus negative visual framing on emotional engagement, cognitive engagement, and pro environmental intention. In an online experiment, 137 participants were randomly assigned to view either a positively framed or negatively framed image series depicting environmental scenes. Emotional and cognitive engagement were measured before and after exposure, alongside environmental values, beliefs, norms, and pro-environmental intentions. A follow-up survey (N = 73) assessed participants’ self-reported pro-environmental behaviours one week later. Results showed that visual framing significantly influenced emotional responses: negatively framed images increased negative emotions (e.g., fear, guilt), while positively framed images increased positive emotions (e.g., hope, pride). Cognitive engagement also increased after image exposure in both conditions, though no significant difference between framing types was found. Mediation analyses revealed that negative emotional engagement fully mediated the effect of visual framing on pro-environmental intention, while the role of cognitive and positive emotional engagement was limited. These findings highlight the importance of visual framing in shaping emotional responses that can drive behavioural intention. While both positive and negative imagery can be impactful, negative emotions may be especially effective in fostering motivation to act. This study contributes to the growing literature on visual climate communication by clarifying the psychological pathways through which images influence public engagement, offering practical insights for environmental campaigns and education.