Increasing intention to reduce fossil fuel use: a protection motivation theory-based experimental study

Abstract Reducing individual fossil fuel use is an important component of climate change mitigation, but motivating behaviour to achieve this difficult. Protection motivation theory (PMT) a psychological framework that outlines the conditions under which people are more likely be persuaded take specific response or action. This experimental study investigated impact six different protection theory-based messages had on intention reduce in sample 3803 US adults recruited via Amazon Mechanical (MTurk). Only targeting self-efficacy and efficacy increased relative control message. However, only message its target construct (i.e. self-efficacy). As such, mechanism for action unclear. Furthermore, while current demonstrates many PMT-related did not changes intention, it still possible these constructs could lead other modalities when content used. Given urgency responding change, potential additive benefits combining effective PMT-based should considered irrespective their as research focused how effectively key PMT constructs.