ABSTRACT

In this chapter, I explore the relationship between environmental movements, public opinion, and environmental attitudes from an interdisciplinary perspective. Although it is generally accepted that the movement meaningfully influences public opinion, scant empirical work exists on the topic. I use the United States as a case study to explain drivers of public opinion, such as elite cues and media representation, and examine the pathways through which environmental movements might move public opinion. I outline potential avenues for shifting environmental attitudes utilized by environmental movements including celebrity messengers, protest and direct action, and social media. I also suggest that some popular environmental organization communication tactics, such as emphasis on individual behavior changes and reliance on the deficit model of communication, may be barriers to increasing public concern. Finally, I include a call for research and outline possible avenues of further study.