The Impact of Economic And National Identity Loss Messages, And The Moderating Effect of Political Orientation, On Climate Change Policy Support

Abstract As climate change continues to be politically divisive, developing communications that align with right-leaning beliefs may increase bipartisan support for climate policy. In two experimental studies (Study 1, Australia, N = 558; Study 2, United States, N = 859), we tested whether an economic loss or national identity loss message would elicit greater support for mitigation and adaptation policies when compared to one another and to a control message. We also tested whether the direct effects of these message types were conditional on political orientation (specifically, identifying as politically right-leaning). In both studies, preliminary analyses indicated that the message manipulations were effective and that there was a high level of support for both types of climate policy. When compared to left-wing adherents, those who were politically right-leaning were less likely to support mitigation and adaptation policies in either sample. Australian (Study 1) identification – although not American identity (Study 2) – also uniquely predicted adaptation support (but not mitigation support). Yet, there were no significant message frame or interaction effects in the Australian (Study 1) or U.S. sample (Study 2). This suggests that neither an economic loss nor national identity loss message frame may be effective in overcoming the political polarization of climate change in Australia or the United States. Nevertheless, national identity could still play a useful role in Australian climate communications given its positive relationship to adaptation policy support, and therefore warrants further investigation.