Perceived naturalness emerges as key driver of public support for climate technology
From nuclear energy to lab-grown meat, the list of effective but unpopular climate solutions is long. A new University of Colorado Boulder study sheds light on why people reject or accept some proposed sustainability technologies: If it doesn't seem natural, they won't go for it. And that holds across political ideologies.
A new study from the University of Colorado Boulder reveals that the perceived naturalness of climate technologies significantly influences public support, regardless of political affiliation. According to the research, if a climate solution does not seem natural, people are less likely to support it. This finding applies to a wide range of climate solutions, including nuclear energy, lab-grown meat, and carbon capture technologies.
The study's first author, Sarah Gonzalez-Coffin, discovered that naturalness predicts support for these technologies, even when accounting for other factors like risk perception, benefit assessment, and familiarity with the technology. The researchers found that simply framing climate technologies as "natural" can increase people's trust and acceptance.
For example, describing direct-air carbon capture as a process that mimics natural carbon absorption mechanisms led to higher levels of support. The study emphasizes that the way we communicate about climate solutions plays a crucial role in shaping public opinion and that a shift towards emphasizing the natural aspects of these technologies could help overcome resistance and foster greater acceptance.
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