Air travel and persuasive climate communications
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Walters, Gabrielle
Ruhanen, Lisa
Higham, James
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Abstract
This study explores whether air travel attitudes can be changed through persuasive climate change communications. A 3 x 2 experimental design was utilized to test the impact of climate-framed messages on Australian tourists’ attitudes towards leisure air travel. The manipulations were persuasive advertisements framed around attitude functions, containing either central or peripheral message cues. The results indicate that utilitarian and value-expressive messages containing central arguments were most impactful. Climate concern and objective knowledge also served critical roles in message elaboration. Our results indicate that persuasive climate communications are integral in changing air travel attitudes and overcoming moral disengagement. Such messages targeting consumers therefore play an essential role in transitioning to lower carbon mobilities.
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Journal of Sustainable Tourism
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© 2023 The Author(s). This is an Open Access article distributed under the terms of the Creative Commons Attribution License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited. The terms on which this article has been published allow the posting of the Accepted Manuscript in a repository by the author(s) or with their consent.
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Tourism
Human geography
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Cocolas, N; Walters, G; Ruhanen, L; Higham, J, Air travel and persuasive climate communications, Journal of Sustainable Tourism, 2023