The dynamic nature of climate facts and beliefs demands deeper exploration into the emergence, not just spread, of misinformation. Information Systems literature studies how repetition and replication affect misinformation spread, emphasizing nuances in its spread rather than emergence. To investigate misinformation emergence in a context characterized by fluid scientific evidence and undefined public beliefs, we examine: With what do beliefs interact to produce online climate misinformation? How and why do these interactions occur? How are physical and digital affordances involved? We conducted a single case study on Chemtrails (i.e., visible cloud formations) to explore when and how perceived misinformation about geoengineering initially started. Our findings underscore the significance of situational context in the complex relationship among climate beliefs, physical and digital experiences with cloud structures, affordances, and digital technology in producing perceived online misinformation. We highlight how repetition and replication are influenced by prior physical phenomena and the contextual factors surrounding visual content. For present and future innovation, it is crucial to connect innovations to everyday experiences and consider diverse environmental contexts when introducing them, ultimately shaping public opinion and acceptance.
