Adaptation and mitigation have been accepted as key strategies for the global response to climate change, and the advocacy for public actions is especially crucial for the former. Based on content analysis and framing analysis, it is found that the mitigation strategy, rather than the adaptation strategy, dominates the framing of climate change in Sina micro-blogs. The mass media, as the major source of micro-blogs, also neglects the latter. As a result of low risk perception, Netizens react to the advocacy of micro-blogs with apathy, pessimism, fatalism and even critical and deviate discourses. By virtue of Jim Witte’s Extended Parallel Process Model, the study explores the psychological mechanism and influence factors underlying public risk perception of climate change. Finally, it suggests to the governance of climate change communication from the perspective of inspiring response efficacy and self efficacy of the public.