“Act Now for Better Future”: The Influence of Empowerment, Efficacy Perceptions, and Environmental Identity on Motivating Collective Action with Positive Tipping Point Message Framing

Ambrož, Ana (2025) “Act Now for Better Future”: The Influence of Empowerment, Efficacy Perceptions, and Environmental Identity on Motivating Collective Action with Positive Tipping Point Message Framing. Bachelor thesis, Psychology.

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Abstract

This study investigated the effects of empowerment framing in positive tipping point messaging on environmental collective action intentions. Building on previous literature, we hypothesized that empowerment framing would increase perceived efficacy and, in turn, enhance collective action intentions. Additionally, we explored whether environmental identity would moderate the relationship between empowerment framing and efficacy perceptions. A total of 450 United Kingdom (UK)-based participants (aged 18–30) were recruited through Prolific and randomly assigned to one of three message conditions: control (positive tipping point message only), empowerment framing, or empowerment + social norms. Participants viewed an Instagram-style post about climate-related flooding and completed measures of environmental identity, efficacy perceptions, and collective action intentions. Results revealed no significant effect of empowerment framing on collective action intentions, nor evidence of moderation by environmental identity. Surprisingly, empowerment framing decreased perceived efficacy, which in turn suppressed any potential positive effect on action intentions. These findings challenge assumptions about the additive value of combining empowerment framing with positive climate messaging and point to possible backfire effects when messages are perceived as insincere or overwhelming. The results emphasize the importance of carefully designing mobilization communication strategies and suggest directions for future research.

Item Type:	Thesis (Bachelor)
Supervisor name:	Deshpande, A.A.
Degree programme:	Psychology
Differentiation route:	None [Bachelor Psychology]
Date Deposited:	23 Jul 2025 10:39
Last Modified:	23 Jul 2025 10:39
URI:	http://gmwpublic.studenttheses.ub.rug.nl/id/eprint/5712

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