Social media for environmental action: what prompts engagement and intent toward activism?2 While environmental groups once relied on local, grassroots campaigns and traditional media to broadcast their messages, social media offer an additional delivery method for their messages. This study examines whether fear or information frame is more effective to spur environmental activism and engagement. We also research how perceived efficacy and fear affect behavioral intent toward environmental action. Results show people are motivated to act when frightened, threatened, and responses exist that could alleviate those threats.keywords: social media, Framing, Media, NPOs, behavioral intent, efficacy protest. User comments were not properly managed, thus bringing Nestlé to its knees (Fox 2010). Here we can see how effective YouTube videos can be to spur the intent to be environmentally active and engaged among people, and which framing methods are more effective at doing so.