How to garner public support for carbon capture, utilization and storage? Comparing narrative and statistical frames among Chinese citizens

Abstract

To develop an effective communication frame for carbon capture, utilization, and storage (CCUS) with the public, this study conducts four experiments in China to compare the effectiveness of narrative versus statistical messages in garnering public support for CCUS. The experiments dissect the impact of message types on public acceptance by revealing the mediating effect of perception and the moderating role of delivery modalities and involvement. The findings demonstrate that narratives significantly increase warmth perception, and statistics lead to more competence perception. When the messages are transmitted in text mode, statistics garner more support for CCUS than narratives. In the audio mode, narratives are more effective than statistics. However, the interaction effect between message types and delivery modalities is confined to the recipients with moderate involvement. This study can help optimize the communication strategies of CCUS and provide insights into emerging technologies with limited public awareness.