“An Inconvenient Truth” Increases Knowledge,Concern,and Willingness to Reduce Greenhouse Gases

Abstract

Since May 24, 2006 millions of people have seen the movie “An Inconvenient Truth.” Several countries have even proposed using the film as an educational tool in school classrooms. However, it is not yet clear that the movie accomplishes its apparent goals of increasing knowledge and concern, and motivating people to reduce their greenhouse gas emissions. Two studies are reported, one with a sample of community moviegoers, and one with a sample of students. Across the two studies, results show that watching “An Inconvenient Truth” does increase knowledge about the causes of global warming, concern for the environment, and willingness to reduce greenhouse gases. However, the results of Study 2 suggest that willingness to take action immediately following movie viewing does not necessarily translate into action 1 month later. Recommendations are made for how the movie could be used to create behavioral change.

Keywords

conservation behavior global warming knowledge-deficit theory

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