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The purpose of this study is to reveal indications of effective climate change communication through presenters holding powerful positions. This study aims to achieve this by examining how people perceive emotional campaigns on climate change and to what extent they ultimately perform actions to achieve adequate responses to environmental hazards and protection.

This study measured environmental behavior directly through donations to environmental charities in two experimental conditions (i.e. top-down vs same-level communication). Environmental emotions were measured via pride and guilt levels about their own country’s environmental actions.

Powerful individuals appeal to those people who are usually less driven to behave sustainably, and thus induce guilt regardless of the participant’s environmental identity. Conversely, powerful speakers did not succeed in addressing low identity participants using positive emotions. In fact, high power results in even lower pride levels, indicating a potentially adverse effect of power.

While this paper successfully used an organizational leader as a powerful individual, it would be a fruitful avenue to use the experimental framework and examine different presenters (such as politicians, non-governmental organization leaders or scientific experts) who embody environmental advocacy.

The results on top-down communication are intended to add to the understanding of emotional power in environmental contexts and help policy-makers to foster environmental advocacy using emotion-inducing campaigns.

The study is among the first to examine and elucidate the circumstances under which powerful individuals can encourage pro-environmental behavior. This study provides evidence that power can be a useful tool to appeal to those people who are usually less driven to behave sustainably. However, this paper also found that power does not increase emotions and behavior per se.