Abstract
Moving to a post-growth economic paradigm requires research to identify compelling ways to more effectively communicate the key ideas of this transition to the public. This study uses framing theory to examine the effects of four message frames about transitioning to an economic paradigm not centered on economic growth. The four message frames were: environmental gain, environmental loss, well-being gain and well-being loss. The environmental loss frame generated more negative emotions, while the well-being gain frame produced more agreement with the message and more positive emotional reactions. While this study did not find evidence that the frames influenced participant's attitudes, it did confirm that the messages elicited frame-consistent thoughts, pointing to the importance of being strategic and deliberate in the frames selected for communicating post-growth ideas to the public. This study also examined initial reactions towards different economic terms that are increasingly being used to describe this transition. We found that the green economy was perceived as favourably as economic growth, indicating public support towards macroeconomic models that embed sustainability objectives. The appeal of terms like sustainable degrowth were more nuanced and mixed than what is usually suggested in academic debates.
Published Version
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