This project will explore whether cultures’ history of water scarcity can explain differences in concern about climate change and support for actions to stop it. The project involves two parts: a large-scale international survey across 78 countries to assess cultural values like long-term orientation, indulgence, and climate concern, and a follow-up experiment testing how different climate messages, such as emphasizing long-term effects, present-day benefits, or polluter accountability, resonate across diverse cultures. By tailoring messages based on cultural backgrounds shaped by ecological history, the study aims to uncover new ways to communicate climate issues more effectively across societies. Building on prior research and media impact, the project holds potential to inform global climate communication strategies and contribute to both academic literature and policymaking.
