Cultural Narratives and Climate Actions

This project aims to investigate the causal effect of culturally-tailored climate story-telling on climate change attitudes, behavioural intentions, and behavioural outcomes. Its overarching purpose is to generate evidence that can inform the development of more resonant and impactful climate communication strategies in diverse cultural settings, specifically within the South African context. The study will employ a randomised controlled online survey experiment. Participants will be adult South Africans (18+) recruited via the online platform Prolific. They will be randomly assigned to one of four groups: a control condition or one of three experimental groups. Each experimental group will be exposed to a different culturally-enhanced news story about climate change.