Climate change is a crucial issue, which is mobilized by activists. However, activists are targeted with negative stereotypes, hindering their influence. Young activists are environmentally conscious, but the stereotypical attributions assigned to them are unknown, with competing predictions in the literature (for being activist vs being young). In two studies, we aimed at experimentally examining the stereotypical dimensions that are ascribed to activists (youth vs adult) based on the Stereotype Content Model (SCM), as well as a morality/trustworthiness dimension. Considering that activists are generally considered as high-competent, but low-warm, while youth are considered the opposite (low-competence and high-warmth), we hypothesized the impacts on morality/trustworthiness. Greta Thunberg and Jane Fonda were the personalities used in Study 1 (N = 276), randomly assigned to participants while keeping the same discourse excerpt. Thunberg was penalized in all stereotypical dimensions. In Study 2 (N = 228), fictional characters (teenager or adult) were used instead. As hypothesized, no differences were found in the warmth or competence dimensions, only in the morality/trustworthiness dimension, penalizing the young activist. These results highlight the importance of studying environmental activists considering different social categories in stereotypical appraisals. They also contribute to a better understanding of general resistance towards activists, as well as the factors that are detrimental to their social influence.

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Environmental activism,Stereotypical attributions,Stereotype content model,Youth,Pro-environmental behavior

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