Linguistic Features of Climate Video Messages and Dietary Motivation

This dataset supports a study investigating how linguistic features embedded in climate-related short video messages influence climate-friendly dietary motivation among Chinese young adults. Participants (N = 711) were randomly assigned to view six short videos promoting sustainable eating and reported their motivational responses after each video. The dataset is structured at two levels. Level 1 data consist of repeated observations at the video-viewing level, including post-viewing dietary motivation measures and linguistic characteristics of each video derived from the Linguistic Inquiry and Word Count (LIWC) dictionary, covering emotional, motivational, and cognitive word categories. Level 2 data include participant-level information, such as demographic variables (e.g., age, gender, education) and psychological measures related to values, emotions, and efficacy that were used for audience segmentation. Together, the Level 1 and Level 2 data enable multilevel analyses of how message-level linguistic features interact with individual-level psychological characteristics to shape motivation for climate-friendly dietary behaviour.