Complementary Versus Competitive Framing Effects in the Context of Pro-Environmental Attitudes and Behaviors

This study examined the effects of complementary and competitive framing environments on people’s support for and attitudes toward pro-environmental behaviors (PEBs) and green energy technologies (GETs). Results suggest that frames have different effects on attitudes and policy support. Relative to the control group, complementary anti-climate action frames lowered attitudes toward PEBs and GETs. Competitive frames led to attitudes toward GETs that were significantly different from the complementary pro- and anti-frame conditions. For policy support, significant differences were found between the complementary pro- and anti-frames, and between the competitive and complementary pro-climate action frames for PEBs.