The Five Canadas of Climate Change: Using audience segmentation to inform communication on climate policy.

ABSTRACT: This study examines how unique audience segments within the Canadian population think and act toward climate change, and explores whether and how the level of audience engagement moderates the effect of various messages on support for climate policy. Drawing on a random probability sample of Canadian residents (N = 1207) conducted in October 2017, we first identify and describe five distinct audiences that vary in their attitudes, perceptions and behaviours with respect to climate change: the Alarmed (25%), Concerned (45%), Disengaged (5%), Doubtful (17%) and Dismissive (8%). We then explore how each segment responds to different messages about carbon pricing in Canada. We find that messages alluding to earmarking (i.e., "Invest in solutions") or leveling the playing field for alternative

SUBMITTER: Martel-Morin M 

PROVIDER: S-EPMC9683580 | biostudies-literature | 2022

REPOSITORIES: biostudies-literature