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<p>Mobilizing climate action requires tailored communication strategies that resonate with diverse cultural and psychological audiences. Young people are a key group, both vulnerable to the impacts of climate change and central to future action. This study employed latent profile analysis (LPA) to identify distinct segments of climate engagement among adults (aged 18–30 years) in China (<i>N</i> = 520) and New Zealand (<i>N</i> = 514). Respondents completed an online survey assessing eco-emotions, values, self-efficacy, and mitigation willingness related to climate change. Based on eco-emotions, values, and self-efficacy, three distinct audience segments emerged in each country: China: Disengaged (31.0%), Concerned (42.5%), Alarmed (26.5%); New Zealand: Disengaged (18.5%), Cautious (44.6%), Alarmed (37.0%). While the number of segments was consistent across countries (configural similarity), their emotional and cognitive patterns varied (lack of structural similarity), suggesting culturally distinct psychological constructions of climate engagement. These segment differences were also reflected in behavioral intentions: in both countries, Alarmed segments showed the highest willingness to engage in sustainable transportation and dietary actions, whereas Disengaged groups were least motivated. Notably, members of the Alarmed and Disengaged segments in China demonstrated a significantly higher willingness to engage in sustainable transportation compared to their counterparts in New Zealand. Importantly, measurement invariance analyses supported the validity of cross-cultural comparisons. These findings provide novel insights into culturally grounded audience segmentation and offer practical guidance for designing communication strategies that align with specific psychological profiles across cultural contexts.</p>

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Cross-cultural climate engagement: a latent profile analysis of young adults in China and New Zealand

  • 期刊论文

  • 发表日期：

    2026年1月19日

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  • Xiaoxiao Chen,
  • Claudia R. Schneider,
  • Donald W. Hine

摘要

Mobilizing climate action requires tailored communication strategies that resonate with diverse cultural and psychological audiences. Young people are a key group, both vulnerable to the impacts of climate change and central to future action. This study employed latent profile analysis (LPA) to identify distinct segments of climate engagement among adults (aged 18–30 years) in China (N = 520) and New Zealand (N = 514). Respondents completed an online survey assessing eco-emotions, values, self-efficacy, and mitigation willingness related to climate change. Based on eco-emotions, values, and self-efficacy, three distinct audience segments emerged in each country: China: Disengaged (31.0%), Concerned (42.5%), Alarmed (26.5%); New Zealand: Disengaged (18.5%), Cautious (44.6%), Alarmed (37.0%). While the number of segments was consistent across countries (configural similarity), their emotional and cognitive patterns varied (lack of structural similarity), suggesting culturally distinct psychological constructions of climate engagement. These segment differences were also reflected in behavioral intentions: in both countries, Alarmed segments showed the highest willingness to engage in sustainable transportation and dietary actions, whereas Disengaged groups were least motivated. Notably, members of the Alarmed and Disengaged segments in China demonstrated a significantly higher willingness to engage in sustainable transportation compared to their counterparts in New Zealand. Importantly, measurement invariance analyses supported the validity of cross-cultural comparisons. These findings provide novel insights into culturally grounded audience segmentation and offer practical guidance for designing communication strategies that align with specific psychological profiles across cultural contexts.