Climate change information seeking.

This research develops and tests a model of individual intentions to actively seek information about climate change. Our premise is that the individual's intention to actively seek information about climate change would determine their knowledge of and attitudes towards climate change, and this would in turn influence how they act or change their behaviors in response to that risk. Our model identifies key cognitive, affective, and situational variables drawn from research in human information behavior and risk communication. We conducted an online survey in which 212 participants in Canada and the United States responded. The results showed that the model was able to explain more than 40% of the variance in intention to seek climate change information. Social Norms, Affective Response, and Social Trust were the most important variables in influencing intention to seek climate change information. We conclude that climate change information seeking has a strong social dimension where social norms and expectations of relevant and respected others exert a major influence, and that the individual's emotional response towards the risk of climate change is more important than the individual's cognitive perception of how much information they need on climate change.