A Netnographic Exploration of Anger and Hope in Relation to Climate Change on Reddit

Une exploration netnographique de la colère et de l'espoir face au changement climatique sur Reddit

Pénélope Nicolleau () and Francesca Bergianti
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Pénélope Nicolleau: MRM-MKG - Montpellier Research in Management - Marketing - MRM - Montpellier Research in Management - UPVD - Université de Perpignan Via Domitia - UM - Université de Montpellier
Francesca Bergianti: UNIMORE - Università degli Studi di Modena e Reggio Emilia = University of Modena and Reggio Emilia

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Abstract: Research on emotions among young adults highlights anger and hope as key drivers of proenvironmental actions. Righteous anger, emerging from perceived injustices, fuels the desire for change and pushes individuals to seek reparations, while hope provides meaning and a vision of an achievable goal. Together, these contrasting emotions form a "moral battery" supposed to stimulate motivation to act, although their specific impact on sustainable behaviors remains little studied. This study examines the association of anger and hope in online discussions through a netnographic approach, focusing on young adults, known for their ecological sensitivity. Through content analysis of 28 Reddit threads on climate change, we identified central themes linked to these emotions. The study reveals parallels in the way anger and hope are expressed and interconnected, thus providing a basis for future research. Hope appears as a determining force able to conduct anger into constructive action, while in turn, hope is activated, fueled by a feeling of self-efficacy. By recognizing the emotional complexity of consumers and introducing hope as a counterbalance to eco-anger, this research could help companies and institutions more effectively promote sustainable practices and build authentic relationships with environmentally conscious consumers.

Keywords: Climate change; Sustainability; Netnography; Young adults; Moral emotions; Sustainable consumption (search for similar items in EconPapers)
Date: 2025-05
Note: View the original document on HAL open archive server: https://hal.science/hal-05375314v1
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Published in AMS Annual Conference, AMS, May 2025, Montréal, Canada

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