Tired of climate change communication: why message fatigue predicts lower sustainability intentions and policy acceptance after climate change threat messages

Climate change is receiving extensive coverage in mass media. Paradoxically, repeated exposure to climate change messages decrease, rather than increase, and sustainability engagement because of message fatigue. This study (N = 390) explored how message fatigue relates to sustainability engagement. Message fatigue was associated with decreased sustainability intentions and policy acceptance, mediated by reactance, but not inattention. Biospheric value orientations and trust in institutions were associated with lower message fatigue, while conservative, right-wing preferences and hedonic value orientations were associated with increased message fatigue. Repeated climate messages might be counterproductive, so practitioners should be mindful of their effects on some individuals.