COVID-19 Pandemic as an Opportunity or Challenge: Applying Psychological Distance Theory and the Co-Benefit Frame to Promote Public Support for Climate Change Mitigation on Social Media

The current study employs psychological distance theory and the co-benefit frame to explore message framing strategies on social media to promote public support in climate change mitigation during the COVID-19 pandemic. This online 2 x 2 x 2 experiment recruited 708 Chinese college students to examine the effect of temporal distance (2025 vs. 2050), spatial distance (China vs. the global), and the co-benefit frame (present vs. absent) on behavioral intentions to mitigate climate change and policy support in climate change mitigation. Unexpectedly, the MANOVA results showed that the co-benefit frame of COVID-19 and climate change did not have main or interaction that affect behavioral intention and policy support. However, close temporal distance increases support for climate change mitigation. Meanwhile, temporal and spatial distance have an interaction on behavioral intention. Our results suggest that strategies to reduce psychological distance on social media are effective, especially on temporal distance, but bonding two events through psychological distance to promote support for climate change mitigation must be reconsidered.