Translating Environmental Communication Research into Grassroots

Environmental challenges such as climate change, biodiversity loss, pollution, and resource scarcity require not only scientific innovation but also effective communication that bridges research and community action. Despite advances in environmental communication, a persistent “translation gap” exists between academic insights and grassroots advocacy. This paper proposes the CO-ACT Framework—Co-diagnose, Orient, Adapt, Convene, and Track—as a structured model for translating environmental communication research into practical, community-led action. Grounded in co-production theory, diffusion of innovation, and participatory communication, CO-ACT promotes collaborative problem identification, network mapping, contextual message adaptation, participatory engagement, and iterative monitoring. The framework integrates participatory action research, mixed-methods evaluation, longitudinal learning, and open-access dissemination to ensure both academic rigour and practical relevance. Empirical evidence demonstrates that accessible, culturally resonant communication materials, institutional linkages, and integration of indigenous knowledge enhance behavioural adoption, legitimacy, and policy responsiveness. However, barriers such as knowledge inaccessibility, power asymmetries, contextual mismatches, and limited local capacity continue to hinder effective research translation. By addressing these challenges, CO-ACT transforms knowledge dissemination into knowledge democratization, enabling communities to act as co-creators rather than passive recipients of environmental solutions. The framework’s participatory and adaptive design fosters trust, equity, and sustained behavioural and institutional change. Ultimately, CO-ACT provides a replicable pathway for linking scholarly evidence with real-world environmental advocacy, ensuring that communication serves as a catalyst for collective action, environmental justice, and sustainable development.

Environmental communication, Grassroots advocacy, CO-ACT framework, Co-production, Participatory action research, social networks

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