Positive, global, and health or environment framing bolsters public support for climate policies

Public support for climate policies is important for their efficacy, yet little is known about how different framings of climate change affect public support for climate policies around the world. Here we report findings from a conjoint experiment of 7,500 adults in five countries – China, Germany, India, UK, and USA – to identify climate messages that elicit greater support for policies to tackle climate change. Messages were randomly varied on four attributes: positive (opportunity) or negative (threat) framings, theme (health, environment, economy, migration), scale (individual, community, national, global), and time (current, 2030, 2050). We find that a positive frame, health and environmental frames, and global and immediate frames bolster public support. We examine differences between countries, and across groups within countries – particularly focusing on the effect of these frames among individuals that are unconcerned about climate change. Among this group, positive and health frames increase the likelihood of support for climate policies, indicating the relevance of these frames for shifting policy preferences for different audience groups.