Climate change audience segmentation: An international review

Publication Type

Book Chapter

Publication Date

12-2020

Abstract

Increasingly, researchers from different countries are using the marketing tool of segmentation to group the public based on what they think and feel about climate change, how climate change may impact their lives and through what channels they engage with the issue. As public opinion about climate change fluctuates, segmentation can track the composition of audience segments over time. Segmentation can be used as a tool to more effectively target specific groups when communicating about climate change. Although there is evidence that segmentation can support effective social marketing campaigns and be used to promote climate policies, researchers need to be mindful of appropriate application of the method. Segmentation related to climate change has been conducted in several countries around the world, and the findings converge among certain societies and diverge in others. These patterns often reflect similarities and differences in socio-economic development and the extent to which there is active denial of climate change.

Discipline

Environmental Sciences | Nature and Society Relations

Research Areas

Integrative Research Areas

Publication

Research Handbook on Communicating Climate Change

Editor

David C. Holmes & Lucy M. Richardson

First Page

214

Last Page

229

ISBN

9781789900392

Identifier

10.4337/9781789900408.00033

Publisher

Edward Elgar

City or Country

Cheltenham

Additional URL

https://doi.org/10.4337/9781789900408.00033

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