July 2, 2006GIN2006 conference1 Do consumers really know what is the climate change and why they have to do something for the Environment? Dr. Midori Aoyagi-Usui,

July 2, 2006 GIN2006 conference 1

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


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.”


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.


Not only American, Canadian, Mexican, Brazilian…..

Bord.et al.,(1998) only 26% of American public answered “well informe

d” 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 r

espondents (17 to 37%) chose “CFCs/ozone” as the causes of global warming (optional), while in Russia only 4 % did.


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.”


Climate Change :highly socially constructed, highly

politicized

Krosnick and his colleagues(2000) In the US, two strong and major political par

ties are dominated, and even climate change campaign result shows that people’s attitudes change depended on individual party support.


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.


0 10 20 30 40 50 60 70

Heat island, heat wave

Biodiversity

Effect on human health

Extreme weather

Sea level rise

economic loss

Flodd, or shortage of water

Ozone layer depletion

more powerfull typhoon

combination of above

other

not occur

DK

Major results of Climate Change


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).


Group Interview

Group Interviewduring 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.


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.

DisconnectionThose who mixed up issues cannot connect

global warming issue and energy consumption issue.


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)


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).


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).


Disconnection:

Missed the chance! i) Recently, we re-build our house. Salesperson of a gas com

pany 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 femal

e cartoon character of the Tokyo Power Generation Company) talked us about “saving every”, I think I have to. But soon I forgot.” (30s, female)


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)


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)


Logic

Green House

Glass=Ozone Layer

Global Warming gas rises up to ozone layer, and breaks it.

Knowledge=Ozone layer depletion was the big issue before Global Warming

Then, large hole is generated, more sun beam come to earth surface directly.


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.

Documents

July 2, 2006GIN2006 conference1 Do consumers really know what is the climate change and why they have to do something for the Environment? Dr. Midori Aoyagi-Usui,