Political value-congruent climate change communication: an efficacy study from Germany and Austria (Congruencia de valores en la comunicación política del cambio climático: un estudio de eficacia de Alemania y Austria)

ABSTRACT To successfully battle climate change, it is crucial to reach people across political camps and national borders. Research from dual-party systems indicates that climate change communication is most effective when it addresses how climate action promotes recipients’ political values. Yet, to our knowledge, there is no such evidence from multi-party systems. To fill this gap, we conducted three studies in two Central European, German-speaking countries: Germany and Austria. In Study 1, we framed conservative and liberal climate protection messages using values from Schwartz’s Theory of Basic Human Values. Liberals agreed more with the liberally framed than with the conservatively framed climate protection message. In Study 2, we framed the climate protection message based on moral foundations. Conservative participants agreed more with the conservatively framed climate protection message than with the liberally framed one. Study 3 integrated values from multiple frameworks, and ultimately conservatives as well as liberals agreed more to climate protection statements that touched on values reflecting their political ideology. Thus, empirical findings from dual-party systems hold for countries with more than two parties.