Transcript Do consumers really know what is the climate change and why they

Do consumers really know
what is the climate change
and why they have to do
something for the
Environment?
Dr. Midori Aoyagi-Usui,
National Institute for Environmental
Studies, Japan
July 2, 2006
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The climate change issue and
the ozone layer depletion issue
 Kempton (1991 ):lay people are confusing
climate change with ozone layer depletion.
 Bostrom et.al. (1994)and Read et. al.,
(1994) : They found that the confusion of
climate change issues with ozone layer
depletion issue, and “difficulty in
differentiating between causes and actions
specific to climate and more general good
environmental practice.”
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difficulty in differentiating
between causes and actions
 Stamm et. al.,(2000)
 More than 75 % of respondents thought that
cause of global warming is the use of CFCs, more
than 44% of them thought “stop using aerosol
sprays” is “very helpful” solution for global
warming.
 Respondents who were more likely to choose
those options tended to get information about the
climate change from families and friends, rather
than newspapers, TVs.
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Not only American, Canadian,
Mexican, Brazilian…..
 Bord.et al.,(1998)
 only 26% of American public answered “well
informed” about the global warming, and this is the
second least answer next to Hazardous chemical
wastes. Furthermore, 63 % of respondents
answered Depletion of ozone-upper atmosphere is
“major or primary cause” of global warming.
 Dunlap(1998)
 In Canada, USA, Mexico, Brazil and Portugal, many
respondents (17 to 37%) chose “CFCs/ozone” as the
causes of global warming (optional), while in Russia
only 4 % did.
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Why people confuse ozone layer
depletion and climate change?
 Bell (1994) :
 investigated the relationship between media discourse and
public opinion in New Zealand. He pointed out that
confusion within media-confusion of climate change and
ozone layer depletion within media discourse.
 Ungar(2000)
 Ozone layer depletion issue was more easy to understand
than climate change, and climate change issue is too
complicated and politicized so that people hardly know what
happens in global negotiation.
 Ungar(2003)
 Ozone issue is “more easy-to-understand bridging metaphors
derived from the popular culture”, but global warming issue
is “a complex and uncertain scientific issue.”
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Climate Change :highly socially
constructed, highly politicized
 Krosnick and his colleagues(2000)
In the US, two strong and major political
parties are dominated, and even climate
change campaign result shows that
people’s attitudes change depended on
individual party support.
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Japanese case:
 the National Institute for Environmental
Studies(2006, March):
 carried out the national survey in March
2006. According to this survey, about 60%
of respondents answered the most serious
effect by the climate change is ozone layer
depletion.
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Major results of Climate Change
DK
not occur
other
combination of above
more powerfull typhoon
Ozone layer depletion
Flodd, or shortage of water
economic loss
Sea level rise
Extreme weather
Effect on human health
Biodiversity
Heat island, heat wave
0
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30
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60
70
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Exploratory
investigation needed
 Why people mixed up those issues?
 What is the logic?
Need exploratory investigation for
understanding lay people’s logic of
understanding climate issues (&
environmental issues).
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Group Interview
 Group Interview
during mid-February, 2006,
for 6 groups
Three age grades, 20~35 but no kid, 30~45
with kid(s), 45~60),
male and females
Residents of Tokyo metropolitan area.
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Results:
 Shared interest:
 At least half of the members said the most
interested environmental issue is the global
warming in all six groups.
 Mixed up:
 In all six groups, there were at least one
respondent who mixed up the Global warming
with Ozone layer depletion.
 Disconnection
 Those who mixed up issues cannot connect global
warming issue and energy consumption issue.
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Mixed up:
 Confusion with ozone layer depletion issues
 a) I do not know increasing Carbon dioxide makes earth warming, but I
think the emission of the carbon dioxide by the waste treatment facilities
and energy consumption cause skin cancer. All of what I know has mixed up.
Ozone layer depletion, unseasonable weather, skin cancer, people who
cannot go out from their home because of environmental pollution, this is
because of chemicals.(20s, female)
 b) When I watched a TV program, it said, the ozone layer is depleted, from
that hole, stronger sunbeam coming , as a result of this, earth is becoming
warm. So, I think when global is warming, it means ozone layer is
depleting.(30s, female)
 c) Global warming gas breaks ozone layer, then ultraviolet ray directly
reaches to land surface, and it causes more frequent skin cancer. We have
to keep our kids from direct sunshine. Acid rain is (a cause of) also global
warming. Vehicle emission into the air mixed up with rain, and it kills
plants.( 50s, female, 20s & 40s, male)
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Mixed up & confidence
 One of the respondents of c) ,also said after
explaining the CC mechanism using the picture
downloaded from MOE site:
 g) Of course, I knew it. That is what I actually imagined. I
was right.
 My wife and daughter are very enthusiastic about recycling.
So I have to do it, unless otherwise they are very angry. But
we have not talked with each other about the environment,
As I am more knowledgeable about the environment, I know
more about what happens in the world. (40s, male).
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Doubts:
 d) I doubt that recent (strange) weather pattern. I think
someone is intentionally spreading stories. I can’t understand
the causes and effects of them. (30s, male)
 e) Those are fashion. The TV weather caster said much typhoon
coming is one of the effects of global warming. But several
years ago, it was ozone layer depletion, here comes global
warming. What will be the next? (40s, male)
 f) Scientists say large typhoon is caused by global warming, but
we have been extraordinary natural phenomenon from ancient
days. If someone prove that this cause is the global warming,
then I will accept. But I think scientists needs lots of
assumptions. We can not know the cause-and-effect
relationships. (40s, male).
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Disconnection:
 Missed the chance!
 i) Recently, we re-build our house. Salesperson of a gas
company came to talk about “Eco-Cute” (heat pump water
heater system) or solar power generation system. He said
those are good for the environment, but we had no clue why
they are good for the environment. (30s, female)
 But she continues ….
 j) When I watched the TV commercial of Denko-chan (a
female cartoon character of the Tokyo Power Generation
Company) talked us about “saving every”, I think I have to.
But soon I forgot.” (30s, female)
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No clue!
k) I have never heard of Global Warming
Gas. Someone said Carbon dioxide here,
but what I know was that when burning
something, it will generate something toxic.
I do not know it causes global warming.
(30s, female)
l) I often drive a car. But I did not know car
generates carbon dioxide. (30s, male)
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Adaptation?
 One of the typical respondents was the IT technician,
later 20s. He said he knew causes and effects of
climate change.
 “I do not understand why we should save energy.”
 “The strange weather pattern will be going on, but I do not
think we can stop it”.
 If sea level rises up one meter a year, then it means several
centimeters a day. If so, we can build a wall around Tokyo.
We can prevent ourselves from it. After melting all ice on the
North sea, then sea level will not rise any more. If there is
shortage of water, then we can use sea water for drinking.
We build a conversion equipment for sea water to pure water.
We can live with them. (20s, male)
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Logic
Glass=Ozone Layer
Green House
Global Warming
gas rises up to
ozone layer, and
breaks it.
Knowledge=Ozone layer
depletion was the big issue
before Global Warming
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Then, large hole is
generated, more
sun beam come to
earth surface
directly.
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Conclusion:
 Those mis-understandings make efforts
made by government, firms, and
various groups meaningless.
Need understanding mechanism of Climate
Change.
At least connecting Climate Change issue
with energy issues.
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