Increasing Intention to Reduce Fossil Fuel Consumption: A Protection Motivation Theory Based Experimental Study

Reducing individual fossil fuel use is an important component of climate change mitigation, but motivating behaviour change to achieve this is difficult. This experimental study tests the impact of Protection Motivation Theory based messages on intention to reduce fossil fuel use in 3803 US adults recruited via Amazon MTurk (mean age = 36.11 years; 51.4% female). Only messages targeting self-efficacy and response efficacy increased intention to reduce fossil fuel use relative to the control group. However, only the self-efficacy message had an impact on its corresponding construct, highlighting the importance of manipulation checks in model testing. Given the urgency of responding to climate change, the potential for additive benefits of effective messages should be considered irrespective of their underlying psychological mechanism. Study preregistration: https://doi.org/10.17605/OSF.IO/2G6BQ. Data related to this manuscript: https://doi.org/10.17605/OSF.IO/2TRBK.