The Narrative Ripple Effect: Investigating the Role of Narrative Persuasion on Pro-Environmental Awareness and Risk Cognition

Narrative persuasion has emerged as an effective tool for influencing individual’s attitudes, beliefs, and behaviors. This thesis is centered around the intricate relationship between narrative persuasion, storytelling elements, and pro-environmental awareness and risk perception. Through a review of relevant literature of existing research and theoretical frameworks, this study aims to comprehensively investigate the role of narrative messaging and storytelling techniques in fostering sustainable behavior by promoting and engaging in pro-environmental initiatives. Moreover, this thesis strives to contribute to the development of compelling narrative interventions, identifying key storytelling elements and their persuasive potential. By conducting a meticulous statistical analysis of a dataset obtained from a survey addressing the environmental hazard of flooding and the associated risk it poses, this study presents robust evidence indicating that narratives incorporating victim messaging concerning this environmental hazard elicit a significant increase in negative affective responses among female participants. This outcome emphasizes the importance of narrative framing and crafting messages involving victim language in evoking emotional resonance within female audiences, fostering a profound engagement with the environmental cause. Moreover, the data analysis uncovers notable and influential effects of narrative interventions across different age demographics, emphasizing the importance of considering age as a critical factor in shaping effective communication campaigns for promoting environmentally friendly behavior. To achieve the intended pro-environmental outcomes and foster sustainable behavior, findings suggest that it is essential to prioritize and implement tailored communication strategies that take into account the unique preferences and diverse perspectives within distinct age demographics.