Towards an understanding of when non-climate frames can generate public support for climate change policy

Abstract

There is a growing tendency for policy makers to frame climate change action in terms of non-climate benefits, raising important empirical questions regarding the utility of such approaches. Across three studies we explore whether (and when) non-climate frames can lead to greater support for climate policy relative to climate frames. In Study 1 we framed a car-use reduction policy in relation to climate change or public health and showed that non-climate frames can stimulate greater support for climate policy. Study 2 explored frame relevance as a potential boundary condition to the efficacy of non-climate frames. Study 3 found that attempts to frame climate policy in relation to non-climate issues that affect participants personally can fail if that issue is not seen as being sufficiently relevant. We suggest that non-climate frames can be an effective tool in stimulating support for climate policy, however greater consideration of the key mechanisms is required.