Climate change is an urgent global issue requiring culturally relevant communication to foster sustainable practices. Despite diminished media coverage during the COVID-19 pandemic, the urgency of addressing the climate crisis remains relevant. In this study, we highlight the pivotal role of Instagram in shaping environmental discourses, emphasizing that communication effectiveness frequently depends on aligning opinion leader content with their established image and expertise. Focusing on Instagram, one of the most popular visual social media platforms in Europe, the research examines the semiotic forms of discourses on pro-environmental efforts in the food, energy, and transport sectors as communicated by Belgian, French, and Norwegian environmental opinion leaders and opinion-leading organizations between January 2021 and March 2022. The study also evaluates how these messages are perceived by audiences in terms of obstacles to pro-environmental action and environmental values, contributing to a deeper understanding of the interplay between media content and audience attitudes. We present an extensive corpus of Instagram posts (N=22882). Adopting a value-based approach from environmental psychology, this research draws on a mixed-method research design. We apply an automated content analysis based on a dictionary approach to select a specific corpus of posts concerning the food, energy, and transport themes. Multimodal content analysis of 2092 posts regarding the three sectors provides an overview of environmental discourses in Belgium, France, and Norway. To examine how the obstacles, values, and narrative roles are represented in the posts, we integrate multimodal discourse analysis and computer-assisted linguistic analysis. We combine content analysis, computer-assisted linguistic analysis, and sentiment analysis to investigate the obstacles, environmental values, and narrative roles that appeared in the comments. By analyzing the variation in discourses shaping citizens’ beliefs and actions towards ...