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This study explores the influence of anticipated affective reactions on consumers’ intentions to take action to combat climate change. A qualitative study highlights anticipated affective reactions that are linked to action that combats climate change. A quantitative study (n=525) confirms that the anticipated affective reactions that are built into the planned behavior model influence behavioral intentions to combat climate change. Contrary to previous research, the results show evidence of the influence of not only negative anticipated affective reactions, but also positive anticipated affective reactions, on the intentions to combat climate change. At an operational level, a typology analysis that includes both negative and positive affective reactions highlights the need for a differentiated communication strategy among the six identified groups. The “reluctant” and the “ill-advised” need to be convinced of the negative consequences of climate change. The “engaged” and the “positive” are sensitive to a more positive framing that values their behaviors, while the “unconcerned” and the “demotivated” are influenced by communication suggesting they can be actors.