Exploring the role of social norms, self- and group-efficacy for mainstreaming climate action among young adults
Abstract
The project cli-MATES has been designed as follow up of the project AUTreach (funded under the 6th ACRP call) and aims to investigate the potential of collective climate engagement compared to individual climate engagement. It will particularly focus on the role of social norms, perceived self-efficacy and group efficacy regarding young adult’s engagement for climate change mitigation and adaptation. Firstly, to investigate underlying mechanisms that drive existing climate initiatives founded by young people a literature review will be conducted followed by the scoping of high-profile campaigns targeted at young adults. In the next step, young founders of climate action initiatives will be invited to focus group interviews. This inquiry should primarily focus on the role of social norms, self-efficacy and group efficacy in the genesis of existing climate initiatives, but should also trace the potential influence of social media, aspects of culture and class, and the country’s political and societal commitment to combat climate change. Further new creative methods and communication formats to foster collective climate action will be developed, pre-tested and implemented together with young adults (18 to 29years) in a co-design process. The central part of this process is marked by a one-week co-design retreat. The participants will develop several new climate narratives (with the help of creative methods e.g. storytelling and play) and translate them into new climate media formats supported by scientists and multi-media professionals. The effect of this collaboration process regarding the participants’ social norms, perceived self- and group efficacy will be observed using a pre-post impact assessment (CATI interviews, focus groups, participant observation) to capture changes in attitudes and behaviour.
keywords climate change communication climate change mitigation social norms climate engagement young adults
Publikationen
Project staff
BOKU partners
External partners
Umweltbundesamt GmbH
none
partner
Climate Outreach
Adam Corner
partner
Climate Media Factory
none
partner
University of Brighton, Arts and Humanities
Julie Doyle
partner