Jiyoun Kim, S. Lee, Yuan Wang, Jonathan David Leach
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Abstract
ABSTRACT Based on moral foundations theory and moral framing, through a between-subjects online experiment with a sample of adults residing in the U.S. (N = 407), we compared an individualizing moral frame to a binding moral frame in predicting individuals’ climate change mitigation policies support. Results show that, compared to a pro-environmental message employing binding moral framing, a message using individualizing moral framing leads individuals to perceive that the message is more credible, which in turn increases their support for climate change mitigation policies. This study’s theoretical and practical implications and proposed future directions for research on climate change communication are discussed.
期刊介绍：
Environmental Communication is an international, peer-reviewed forum for multidisciplinary research and analysis assessing the many intersections among communication, media, society, and environmental issues. These include but are not limited to debates over climate change, natural resources, sustainability, conservation, wildlife, ecosystems, water, environmental health, food and agriculture, energy, and emerging technologies. Submissions should contribute to our understanding of scientific controversies, political developments, policy solutions, institutional change, cultural trends, media portrayals, public opinion and participation, and/or professional decisions. Articles often seek to bridge gaps between theory and practice, and are written in a style that is broadly accessible and engaging.
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