Climate Change Communication and International Consumer Behavior: Perceptions, Emotions, and Behavioral Responses Across Cultures

Abstract

Climate change has emerged as one of the most pressing global challenges of the twenty-first century, compelling governments, organizations, and consumers to reconsider patterns of production, consumption, and communication. As climate-related messages increasingly permeate advertising, public campaigns, and corporate sustainability narratives, understanding how consumers across different cultures perceive and respond to climate change communication has become critically important. This research article examines climate change communication and international consumer behavior, integrating insights from climate communication theory, cross-cultural consumer behavior, and behavioral decision-making. The paper develops a conceptual framework that explains how message framing, emotional appeals, cultural values, and institutional trust shape consumer perceptions, attitudes, and pro-environmental behaviors across countries. By synthesizing interdisciplinary literature, the study highlights why climate communication strategies that are effective in one cultural context may fail in another. Managerial and policy implications for global marketers and communicators are discussed, along with future research directions. The paper contributes to international marketing and sustainability literature by offering a structured understanding of culturally contingent consumer responses to climate change communication.