The Moderating Role of Age in the Effect of Video Playback Speed on Urgency Perception in the Context of Climate Change

Research output: Journal Publications and Reviews (RGC: 21, 22, 62)21_Publication in refereed journalpeer-review

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Original languageEnglish
Article number8923
Journal / PublicationSustainability
Issue number14
Online published21 Jul 2022
Publication statusPublished - Jul 2022



Urgency perception plays a vital role in addressing the issue of climate change. However, little is known about how to promote the perceived urgency of climate change and its potential influence on proenvironmental intention and behavior. This research focuses on a potentially significant but less studied factor in video communication: video playback speed. The current research explores the effectiveness of video playback speed as a subtle behavioral nudge to influence urgency perception and proenvironmental response in the context of climate change. We conducted two survey-embedded experiments in which participants watched a climate change video playing at either normal or fast speed and then completed measurements. Data were collected first in an undergraduate sample (n = 75) and then in a general population sample (n = 300) and analyzed using Mann–Whitney U tests, chi-squared tests, and moderation analysis in SPSS. The results reveal that a fast playback speed of climate change video decreases the perceived urgency of climate change for younger consumers, not for older consumers. However, video playback speed does not influence proenvironmental intention and behavior. These findings enhance understanding of when video playback speed affects urgency perception and proenvironmental tendency, and provide valuable insights for climate change communication.

Research Area(s)

  • video playback speed, climate change urgency perception, proenvironmental behavior, behavioral nudge

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