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Identifying climate change interpretive communities in a large Australian sample

handle: 10072/58286
Abstract Australians vary considerably in their beliefs and responses to climate change, and addressing this diversity is an important challenge faced by climate change communicators. This study used audience segmentation analysis to identify the main climate change interpretive communities within Australia. A nationwide sample consisting of 3096 residents (aged 15–108 years, 47% male and 53% female) completed an online survey assessing a broad range of cognitive, affective, and behavioural constructs related to climate change. Latent profile analysis applied to the psychological variables suggested that this Australian sample consists of five distinct interpretive communities: Alarmed (26%), Concerned (39%), Uncertain (14%), Doubtful (12%), and Dismissive (9%). Validation analyses revealed that these groups differed in their: (1) behavioural responses to climate change, (2) consumption of climate change related media, and (3) preferences for energy policies. Recommendations are presented for developing more effective climate change communications by tailoring and targeting communications to specific interpretive communities.
- University of New England Australia
- Griffith University Australia
- Griffith University Australia
- University of the Sunshine Coast Australia
- University of the Sunshine Coast Australia
communication, segmentation, social marketing, climate change, psychological profiling, FoR 0502 (Environmental Science and Management), Psychology not elsewhere classified
communication, segmentation, social marketing, climate change, psychological profiling, FoR 0502 (Environmental Science and Management), Psychology not elsewhere classified
citations This is an alternative to the "Influence" indicator, which also reflects the overall/total impact of an article in the research community at large, based on the underlying citation network (diachronically).53 popularity This indicator reflects the "current" impact/attention (the "hype") of an article in the research community at large, based on the underlying citation network.Top 10% influence This indicator reflects the overall/total impact of an article in the research community at large, based on the underlying citation network (diachronically).Top 10% impulse This indicator reflects the initial momentum of an article directly after its publication, based on the underlying citation network.Top 10%
