You vs. us: framing adaptation behavior in terms of private or social benefits.

ABSTRACT: Private actions to mitigate and adapt to climate change may have benefits to both the individual and society. In some cases, an individual may be motivated by appeals that highlight benefits to others, rather than to oneself. We test whether such prosocial framing influences information-seeking behavior to address wildfire risk among homeowners. In a field experiment across ten communities in western Colorado, property owners (n = 2977) received a postcard from their local fire department highlighting the impact of risk mitigation to either "your property" (private benefits) or "our community" (social benefits). The postcard directed recipients to visit a personalized webpage on wildfire risk. Overall, 10.5% of property owners visited their personalized risk webpage. T

SUBMITTER: Byerly Flint H 

PROVIDER: S-EPMC9483271 | biostudies-literature | 2022

REPOSITORIES: biostudies-literature