Fueling change? Exploring guilt in climate change communications

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.

Author dc:creator

• Hill, Caitlin

Advisors dc:contributor.advisor

• Good, Jennifer
• Kool, Rick
• Takach, Geo

• climate change
• environmental communication
• environmental education
• focus groups
• guilt
• mixed methods

Handle dc:identifier.uri

http://hdl.handle.net/10170/848

OAI record oai:identifier

https://www.viurrspace.ca/server/oai/request?verb=GetRecord&metadataPrefix=dim&identifier=oai%3Anull%3A10170%2F848