Conservatives can be persuaded to care more about the environment, study finds

December 10, 2012
By Yasmin Anwar, UC Berkeley Media Relations

When it comes to climate change, deforestation and toxic waste, the assumption has been that conservative views on these topics are intractable. But new research from the University of California, Berkeley, suggests that such viewpoints can be changed after all, when the messages about the need to be better stewards of the land are couched in terms of fending off threats to the “purity” and “sanctity” of Earth and our bodies.


Study finds that conservatives can be moved to support pro-environmental policies when messages emphasize fending off threats to the purity of our bodies.
A UC Berkeley study has found that while people who identified themselves as conservatives tend to be less concerned about the environment than their liberal counterparts, their motivation increased significantly when they read articles that stressed the need to “protect the purity of the environment” and were shown such repellant images as a person drinking dirty water, a forest filled with garbage, and a city under a cloud of smog.

Published today (Dec. 10) in the online issue of the journal Psychological Science, the findings indicate that reframing pro-environmental rhetoric according to values that resonate strongly with conservatives can reduce partisan polarization on ecological matters.

“These findings offer the prospect of pro-environmental persuasion across party lines,” said Robb Willer, a UC Berkeley social psychologist and coauthor of the study. “Reaching out to conservatives in a respectful and persuasive way is critical, because large numbers of Americans will need to support significant environment reforms if we are going to deal effectively with climate change, in particular.”

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