Can the media really encourage more environmentally friendly consumption?

Changing consumption habits is essential to combat global warming. Daily choices regarding food, housing, and transportation account for a major share of global greenhouse gas emissions. However, changing these behaviors remains a challenge, as psychological factors such as values and beliefs evolve slowly and are difficult to influence directly.

New research shows that the media play a key role in this transition. Television, radio, newspapers, and the internet both broadcast messages about climate change and advertisements encouraging overconsumption. The study reveals that exposure to climate information has a positive effect on certain ecological actions. For example, people who regularly see or hear about these issues are more likely to seek additional information, discuss them with those around them, or participate in environmental initiatives. While these actions may be less visible, they pave the way for more concrete changes, such as saving water, reducing energy consumption, or repairing instead of throwing away.

The media thus act as a bridge between scientific knowledge and everyday decisions. They help transform information into action, even if this effect is not always immediate. On the other hand, messages promoting a luxurious lifestyle or excessive consumption do not appear to weaken the impact of environmental information. This suggests that both types of content coexist without canceling each other out, offering an opportunity for governments, businesses, and associations to use the media to guide consumers toward more sustainable choices.

The effectiveness of these messages also depends on how they are presented. Clear, engaging, and easy-to-remember information is more likely to be adopted. For example, telling a concrete story about the consequences of global warming can leave a much stronger impression than a technical report. Similarly, showing that eco-friendly actions are accessible and beneficial for personal well-being reinforces their adoption.

Environmental beliefs and confidence in one’s ability to act also play an important role. People who are convinced of the climate urgency and confident in their ability to make a difference are more inclined to adopt sustainable behaviors. These elements reinforce the idea that the media do more than just inform: they also shape a collective identity where environmental protection becomes a social norm.

This approach highlights the importance of making environmental information more present, more attractive, and better adapted to different audiences. For young people in particular, social media and interactive formats can be powerful tools for instilling these values today and influencing the habits of tomorrow.

About Our Sources

Cited Study

DOI: https://doi.org/10.1007/s13132-026-03205-1

Title: Media Influence on Sustainable Consumption: Does Exposure to Climate Change Information Matter?

Journal: Journal of the Knowledge Economy

Publisher: Springer Science and Business Media LLC

Authors: Yauheniya Shershunovich; Alisher Mirzabaev