Examining the Influence of Gain-Loss Framing on Self-Efficacy towards Climate Change Mitigation among University Students: Exploring the Role of Eco-Anxiety

Climate change is a major global issue that requires immediate action to mitigate its effects. Governments have taken steps to combat climate change, however individual involvement is critical. Prior research has shown that gain-loss framing in climate change messaging can significantly influence environmental self-efficacy, where eco-anxiety may play a mediating role. This study aimed to investigate the impact of gain-loss framing in climate change messaging on environmental self-efficacy, with a focus on the mediating role of eco-anxiety and the moderating role of personal relevance. A between-participant experiment was conducted involving 209 university students who were randomly assigned to read and evaluate a gain, loss, or neutral framed message about climate change. Contrary to the hypotheses, neither the gain nor the loss frame had a significant effect on environmental self-efficacy. Additionally, the relationship between message frames and environmental self-efficacy was not moderated by personal relevance. Lastly, eco-anxiety also did not mediate the relationship between message framing and environmental self-efficacy but emerged as a predictor. It was however found that personal relevance did have a significant effect on environmental self-efficacy and eco-anxiety was identified as a predictor of environmental self-efficacy. More research is required to fully comprehend the complex interactions between eco-anxiety, personal relevance, and environmental self-efficacy. Further research would provide valuable insights for improving messaging strategies that effectively promote climate mitigating actions.