They hypothesized that conservatives would be more responsive to environmental arguments focused on such principles as purity, patriotism and reverence for a higher authority. In their study, the authors specifically tested the effectiveness of arguments for protecting the purity of the environment. They said the results suggest they were on the right track:
"When individuals view protecting the environment as a moral issue, they are more likely to recycle and support government legislation to curb carbon emissions," said Matthew Feinberg, a postdoctoral fellow in psychology at Stanford University and lead author of the study which he conducted while at UC Berkeley.
Scientific consensus on the existence of warming global land and ocean temperatures attributed in large part to human activities that produce greenhouse gas emissions continues to grow and influence public opinion, especially with such extreme weather events as Hurricane Sandy. A recent Rasmussen poll reported that 68 percent of Americans view climate change as a "serious problem," compared to a 2010 Gallup poll in which 48 percent of Americans said they thought global warming was exaggerated.
In the first experiment, 187 men and women recruited via several U.S. Craigslist websites rated their political ideology on a scale of "extremely liberal" to "extremely conservative." They then rated the morality of such activities as recycling a water bottle versus throwing it in the garbage. The results of that experiment, and a similar one conducted on 476 college undergraduates, showed that liberals are more prone to viewing sustainability as a moral issue than are conservatives.
Next, researchers conducted a content analysis of pro-environmental videos on YouTube and more than 200 op-eds in national newspapers, sorting them under the themes of "harm/care," which they expected to resonate more with liberals, and "purity/sanctity," which they predicted would appeal mor
|Contact: Yasmin Anwar|
University of California - Berkeley