The Effect of Moral Foundations Framing and Political Identity Priming on Environmental Attitudes, Poster 24

Despite scientific consensus regarding the existence and risk of climate change, views on this process along with other environmental attitudes have been becoming increasingly politicized in America. Conservatives have... [ view full abstract ]

Despite scientific consensus regarding the existence and risk of climate change, views on this process along with other environmental attitudes have been becoming increasingly politicized in America. Conservatives have consistently shown lower levels of pro-environmental attitudes than liberals. A unified front is necessary to attempt to mitigate current and prevent future effects of climate change and other environmentally detrimental anthropogenic activities, for the good of the country and the world. Recent research has demonstrated that there is some potential to increase pro-environmental attitudes in conservatives through framing. Environmental rhetoric in the media is primarily framed in terms of the moral foundations that resonate with liberals, harm/care and fairness. When environmental issues are framed in terms of the moral foundations that resonate with conservatives, purity, authority, and in-group, it has been shown to change environmental attitudes for the better. The present study applies the moral foundations theory in conjunction with priming for political identity. By addressing the gap in literature surrounding the potential for political identity activation to interact with moral foundations frames, this study will provide insight into how to best persuade conservatives to hold stronger pro-environmental attitudes and demonstrate more pro-environmental behaviors in the future.