Fueling change? Exploring guilt in climate change communications
Subject
climate change
environmental communication
environmental education
focus groups
guilt
mixed methods
environmental communication
environmental education
focus groups
guilt
mixed methods
Abstract
This study used a primarily qualitative, mixed methods approach to explore the use of guilt appeals in climate change communications. To ground the research, the study used a recent example of guilt in climate change communications that was first introduced in Ontario, Canada: Robert Shirkey’s climate change warning labels. Through a survey and focus groups, the following questions guided this study: how do people feel about guilt-based communications?; how do people feel about and respond to Robert Shirkey’s proposed climate change warning labels for fuel pumps?; and what, if any, recommendations would participants make to improve the labels and/or climate change communications? Findings reveal that participants are receptive to guilt appeals in climate change communications but highlight the need for communicators to take into account the following: responsibility, education, alternatives, and credibility. This study provides a list of recommendations to improve Shirkey’s labels and climate change communications as a whole.