Narrative or Logical? The Effects of Information Format on Pro-Environmental Behavior

Abstract

To build a sustainable society, the provision of information is very important. This study examines the different methods by which providing a narrative and logical information on climate change affects pro-environmental behavior. Narrative information is defined as expressions describing the process of someone experiencing an event, and logical information refers to straightforward representations composed of only central facts. According to the dual-process theory, these two formats of information seem to be processed in different ways: the former is processed automatically and intuitively, and the latter is processed deliberatively and logically. This study aims to reveal the potential of narrative information to encourage behavioral intentions and policy acceptance in energy and environmental fields. In an experiment conducted via the internet, participants either read the narrative or logical information on climate change and completed the questionnaires before and after reading. The results indicate that narrative evokes stronger emotions, such as anxiety and fear, and leads to higher behavioral intentions and policy acceptance of climate change than logical information. They further infer that this tendency is more pronounced when the participants tend to be absorbed into narratives or have little interest in climate change. Our results suggest that the narrative approach can be effective for providing information on energy and environmental issues.