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Targeting segments in the Australian community to increase support for climate change policy

Author

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  • Morrison, Mark
  • Duncan, Roderick
  • Parton, Kevin A.

Abstract

Public support for policies that address climate change, in Australia and elsewhere, has become polarised, and has declined in Australia. The polarisation and decline has occurred despite considerable efforts by government, non-government and scientific bodies to raise levels of support. In this research, therefore, we aim to better understand the preferences of politically salient household segments with the objective of more effectively communicating to those segments the desirability of addressing climate change. Replicating an American market segmentation study, we find that 26% of participants fell into the most politically salient household segment, labelled Cautious. This segment is relatively open to changing its views about climate change, and is supportive of both government and opposition policies. These findings suggest that segment members will potentially be influenced by targeted media campaigns by either side of politics. Additional findings relate to effective communication channels, and trusted sources including the use of celebrities.

Suggested Citation

  • Morrison, Mark & Duncan, Roderick & Parton, Kevin A., 2013. "Targeting segments in the Australian community to increase support for climate change policy," Australasian marketing journal, Elsevier, vol. 21(4), pages 212-217.
    • Handle: RePEc:eee:aumajo:v:21:y:2013:i:4:p:212-217
    DOI: 10.1016/j.ausmj.2013.09.001
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    References listed on IDEAS

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    1. Carson, Richard T. & Louviere, Jordan J. & Wei, Edward, 2010. "Alternative Australian climate change plans: The public's views," Energy Policy, Elsevier, vol. 38(2), pages 902-911, February.
    2. Tjernström, E. & Tietenberg, T., 2008. "Do differences in attitudes explain differences in national climate change policies?," Ecological Economics, Elsevier, vol. 65(2), pages 315-324, April.
    3. Dan M. Kahan & Ellen Peters & Maggie Wittlin & Paul Slovic & Lisa Larrimore Ouellette & Donald Braman & Gregory Mandel, 2012. "The polarizing impact of science literacy and numeracy on perceived climate change risks," Nature Climate Change, Nature, vol. 2(10), pages 732-735, October.
    4. Edward W Maibach & Anthony Leiserowitz & Connie Roser-Renouf & C K Mertz, 2011. "Identifying Like-Minded Audiences for Global Warming Public Engagement Campaigns: An Audience Segmentation Analysis and Tool Development," PLOS ONE, Public Library of Science, vol. 6(3), pages 1-9, March.
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