1) The document discusses two studies examining how message framing and place identity influence support for environmental policies with economic costs. 2) In study 1, support was higher when messages framed policy consequences positively and globally rather than negatively and locally. 3) In study 2, support was higher when policies were framed as achieving environmental benefits rather than avoiding damages, and when citizens had strong place identity. 4) The findings suggest that support for costly environmental policies depends on how arguments are presented and can be increased by appealing to local identity.

1. Worth the risk?
Message framing, place identity, and the
evaluation of the economic consequences
of environmental policies
Patrizia Catellani and Mauro Bertolotti
Catholic University of Milan
International Conference on Environmental Psychology – Plymouth, September 4th 2019

2. Catellani & Bertolotti
Support for environmental policies
Citizens are increasingly aware of environmental risks such as
pollution, climate change, and excessive land use (Lee et al., 2015;
Lorenzoni & Pidgeon, 2006).
Support for long-term institutional policies and plans to deal with
those risks, however, is often hindered by immediate economic
concerns (Gifford, 2011; Spence et al., 2011).
• Why is this the case?
• Do the economic costs of these policies always outweigh the
environmental benefits?

3. Catellani & Bertolotti
A matter of framing?
“I feel that the United States has tremendous wealth. […]
I’m not going to lose that wealth, I’m not going to lose it on dreams,
on windmills, which frankly aren’t working too well.”
Donald Trump, August 26th 2019
“No challenge poses a greater threat to future generations than
climate change. […] If we don’t act forcefully, we’ll continue to see
rising oceans, longer, hotter heat waves, dangerous droughts and
floods, and massive disruptions.”
Barack Obama, January 20th 2015

4. Catellani & Bertolotti
A matter of framing?
Message framing is commonly used to select and organise
information, providing it a meaningful interpretation (Entman,
1993; Scheufele, 1999).
• Messages advocating environmental policies are often framed in
terms of the avoidance of negative environmental
consequences (Hall, 2014)
• Messages against these policies, conversely, often stress their
economic burden (O’Neal & Boykoff, 2011).
Past research, however, showed that environmental and energy
policies can be promoted by alternative frames, e.g., highlighting
their positive environmental and economic consequences
(Bertolotti & Catellani, 2014).

5. Catellani & Bertolotti
A matter of identity?
Recent research has explored citizens’ attachment to their local
community and environment as a possible driver of support for
(sometimes costly) environmental actions (Devine-Wright, 2009;
Fritsche et al., 2018).
Whereas awareness and concern for environmental risks is
associated with support for environmental policies in general, local
identity is associated with support for specific interventions in
one’s region (Bonaiuto et al., 2016; Carrus et al., 2005).
Little is known, however, on the effects of communication
appealing to local identity to promote (or contrast) environmental
policies (but see Bertolotti & Catellani, 2015).

6. Catellani & Bertolotti
Land use policy
Excessive land use is associated with several environmental risks,
such as soil erosion, reduced ecosystem services and biodiversity.
On the other hand, strict regulation of land use limits urban and
economic development.
We analysed the case of the introduction of a land use regulation
policy in a lakeside territory (Lake Garda in Northern Italy), where
historically touristic development has been at odds
with natural environment preservation.

7. Catellani & Bertolotti
Our research
In two studies, we investigated the effects of different messages on
support for a fictional land use regulation policy.
In Study 1, we manipulated the framing of messages on the economic
consequences of the policy, in terms of valence (positive vs. negative)
and scope (local vs. global).
In Study 2, we manipulated the framing of the environmental policy
(achievement of positive vs. avoidance of negative consequences) and
the valence of its economic consequences (positive vs. negative).
We then measured agreement with the policy, risk perception, and place
identity.

8. Catellani & Bertolotti
Study 1: Method
Participants
514 partecipants, representative of Italian voters (sub-sample of the
ITANES 2018 electoral panel).
Age M = 46.3, SD = 13.4
F = 56.2%, M = 43.8%.
Measures
• Agreement with the policy and with the politician’s statement: «To
what extent do you agree with the policy proposal/the politician’s
position on the proposal?»
• Risk perception: «To what extent do you think land use is threatening
the environment?»

9. Catellani & Bertolotti
Study 1: Procedure
Politician’s statement
(positive economic
consequences)
Politician’s statement
(negative economic
consequences)
Policy proposal
Imagine living in a lakeside
community. The local administration
is discussing a plan to create a 30-
hectare natural reserve. The plan will
introduce stricter environmental rules
on new buildings and activities.
If this plan is approved, there will be
great benefits for the local
environment and for the quality of
lake waters.
If we adopt this plan, we
will foster benefits to the
[local] economy, improve
the quality of [our]
agricultural and industrial
producion, and create new
jobs [in our community].
“If we adopt this plan, we
will inflict damages to the
[local] economy, reduce the
output of [our] agricultural
and industrial production,
and lose jobs [in our
community].”

10. Catellani & Bertolotti
Antecedents of agreement with the
policy
Environmental
Risk Perception
Political Orientation
Socio-economic Status
.422**
Agreement with the
Policy
Education
Gender
Age .042
.060
-.006
-.088
-.048

11. Catellani & Bertolotti
Agreement with the politician’s statement as
a function of message framing
1
2
3
4
5
6
7
8
9
10
Positive Negative
Agreement
with
the
Politician’s
Statement
Economic Consequences
Global
Local

12. Catellani & Bertolotti
Study 2: Method
Participants
500 citizens of small- and medium-sized communities of the Lombardy
side of Lake Garda (part of the CLIC-Plan Project funded by the Catholic
University).
Age M = 39.7, SD = 14.7 (range 18-87).
F = 53.6%, M = 46.4%.
Measures
• Agreement with the policy and with the citizens’ statement: «To what
extent do you agree with the policy proposal/the citizens’ position on
the proposal?»
• Place identity (Gifford, 2010): «I feel I am part of the Lake Garda
community», «I am proud of my lake»

13. Catellani & Bertolotti
Study 2: Procedure
Citizens’ statement
(positive economic
consequences)
Citizens’ statement
(negative economic
consequences)
Policy proposal
(achievement of +
environmental
conseq.)
Policy proposal
(avoidance of –
environmental
cons.)
If this plan is approved, there will be great
benefits for the local environment and for the
quality of lake waters.
If this plan is not approved, there will be great
harm for the local environment and for the
quality of lake waters.

14. Catellani & Bertolotti
Agreement with the policy statement as a
function of the framing of the environmental
and economic consequences
3.5
3.7
3.9
4.1
4.3
4.5
4.7
4.9
5.1
5.3
5.5
Achievement of +
Environmental
Consequences
Avoidance of -
Environmental
Consequences
Positive Economic Consequences
3.5
3.7
3.9
4.1
4.3
4.5
4.7
4.9
5.1
5.3
5.5
Achievement of +
Environmental
Consequences
Avoidance of -
Environmental
Consequences
Negative Economic Consequences
Citizens’ Statement Framing
Policy Framing

15. Catellani & Bertolotti
Achievement of Positive Environmental Consequences
Avoidance of Negative Environmental Consequences
Agreement with the policy statement as a
function of framing and place identity
3.00
3.50
4.00
4.50
5.00
5.50
6.00
Low Average High
Place Identity
Positive Economic Consequences
3.00
3.50
4.00
4.50
5.00
5.50
6.00
Low Average High
Place Identity
Negative Economic Consequences
Citizens’ Statement Framing
Policy Framing

16. Catellani & Bertolotti
Conclusions
Support for environmental policies is related not only to citizens’
awareness of environmental risks, but also on how the arguments
in favour or against such policies are presented.
Messages highlighting the negative economic consequences of
environmental policies can reduce policy support, particularly
when they have a local scope.
However, policy support can be restored by:
• framing policies as a way to achieve environmental benefits (vs.
avoid environmental damages)
• relying on citizens’ strong place identity, when present.