Climate Messaging Backfires: Individual vs. Collective Action

A new study reveals that many Americans misjudge the impact of their personal behaviors on carbon emissions, overestimating the effectiveness of actions like recycling while underestimating the impact of reducing air travel or meat consumption. Surprisingly, interventions focusing solely on individual actions decreased commitment to collective efforts like voting or participating in protests. The study highlights the need for a balanced approach, combining individual lifestyle changes with collective action to effectively address climate change. Future research will explore communication strategies that promote both.
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