Who and how many?: Encouraging Americans’ engagement in climate change solutions

Climate change communication research increasingly emphasizes tailoring messages to receptive audiences. This experiment examined how behavior quantity (single vs. multiple pro-environmental behaviors) and behavior actor (self vs. legislators) influence perceived behavioral control and behavioral intentions among climate-conscious Americans. A U.S. sample of 135 participants completed a randomized, pre–post survey experiment. Three multiple regression models predicted post-intervention perceived behavioral control, general pro-environmental behavior intention, and clean electricity commitment. Results showed no effects on perceived control, but higher behavioral intentions when messages emphasized multiple behaviors and personal responsibility. Findings suggest climate-concerned audiences may respond best to self-initiated, comprehensive behavior framing.