Social representations of climate change and pro-environmental behavior intentions in Taiwan

To explore how people attribute meanings to climate change in Taiwan, this study applied social representations theory (SRT) to develop a self-report semi-structured questionnaire that was used to collect data. To fill a research gap, structural equation modeling (SEM) was adopted to examine the determinants of social representation factors that may affect the public’s intentions to engage in pro-environmental behaviors (PEBs). Exploratory factor analysis results obtained from 180 valid online responses indicated four factors for social representations of climate change, namely Emerging Climate Change Risk, Media Coverage and Influence, Psychological Distance, and Pro-environmental Behavior Intentions. The results of SEM analysis obtained from the total of 245 valid online and paper-and-pencil responses revealed that Emerging Climate Change Risk and Media Coverage and Influence helped explain the public’s PEBs intentions, but Psychological Distance did not. This exploratory study provides preliminary knowledge of public understanding of and response toward climate change in the Taiwanese society and demonstrates a novel application of SEM analysis to test the direct effects of social representations of climate change on PEB intentions.