Framing for future: a systematic literature review on how to convince people with conservative attitudes of environmentally friendly behaviour
Climate change is arguably the greatest crisis of our time. But despite great scientific consensus concerning its anthropogenic causes and expected consequences, measures to mitigate it still do not find sufficient support among the populations of Western democracies. One of the reasons for that is the rejection of pro-environmental behaviour by people with conservative attitudes. Relative to liberals, conservatives tend to report weaker engagement in environmentally friendly behaviours, less support for environmental regulation as well as less concern about environmental problems such as climate change (Wolsko et al., 2016). Following the theory of "motivated reasoning" (Jacquet et al., 2014) this negative correlation is mainly due to the environmental discourse being framed in liberal terms (Hart & Nisbet, 2012) which often contradicts conservative values. Subsequently scholars argue that framing demands for environmentally friendly behaviour in a more conservative fashion could help to break motivational barriers (Feinberg & Willer, 2013). Through a systematic literature review this paper gives an overview of studies investigating this hypothesis. In doing so, we focused on identifying the frames examined in the studies. Results showed that the main frames examined were moral-, (national) security, economic- and label frames. Less attention was given to religious- temporal- and psychological distance frames. Further the analysis of bibliographic data showed that the topic is of current scholarly interest, whereby the predominant share of studies is conducted in the US. Methodological analysis showed further that studies often apply attitude focussed effect measurements and fall short of real-world communication conditions through rarely investigating the combination of more than one frame. Moreover, little attention is paid to the study of message sources, repetition, and the use of contemporary media in the transmission of frames. ...