Shaping public support for nudge-based decarbonization policies through policy narrative: The role of victim type, victim number and narrativity

Abstract

Nudge-based decarbonization policies possess significant potential to foster low-carbon lifestyles and contribute to the mitigation of climate change. However, securing public support for such policies is a complex endeavor. The pivotal role of policy narratives in molding public perceptions and garnering support underscores the necessity for a strategic approach in the crafting and deployment of these narratives to strengthen public endorsement of nudge-based decarbonization strategies. This study examines the influence of victim framing on the potency of policy narratives to bolster public support for nudge-based decarbonization policies. The study elucidates that narratives portraying climate change victims as humans rather than wildlife more effectively bolster support for policies. Furthermore, policy narratives featuring a lesser number of victims prove more efficacious in augmenting support for these policies. Moreover, the relationship between the number of victims and the narrative's impact on policy support transitions from negative to positive in the context of high narrativity. These disparities in narrative effectiveness can be attributed to their varying abilities to evoke compassion. These insights offer valuable guidance for enhancing public support for nudge-based decarbonization policies, highlighting the strategic use of policy narrative as a key tool in policy promotion.