Public support for climate policies is crucial for their effectiveness. This study uses a conjoint experiment with 7,500 adults across China, Germany, India, the UK, and the USA to determine which climate change messages most effectively increase support for climate policies. Messages varied in framing (positive vs. negative), theme (health, environment, economy, migration), scale (individual, community, national, global), and time (current, 2030, 2050). Positive framing, health and environmental themes, and global and immediate frames significantly boosted public support. Positive and health frames were particularly effective in increasing support among individuals unconcerned about climate change.

Niheer Dasandi, Hilary Graham, David Hudson, Slava Jankin, Jennifer van Heerde-Hudson, Nick Watts