Learning from young conservatives: Increasing pro-environmental behavior change and climate policy support in the United States

This study uses a mixed-methods (i.e., virtual focus groups with group discussion based on live polling results) approach to explore which potential interventions show the most promise for engaging conservatives on the topics of climate policy and household action, specifically among young people in the United States (U.S.). In coordination with the non-profit organization American Conservation Coalition (ACC), we held six virtual focus groups with ACC members from geographically diverse chapters. Using our mixed methods approach, we explored political efficacy, as suggested by ACC members, as well as four messaging types informed by the social psychological literature: superordinate identities, solution aversion, pluralistic ignorance, and personal responsibility. Our results suggest that young conservative study participants identified messages intended to address solution aversion and pluralistic ignorance to be most promising. Our results also suggest that although young conservative participants in the study tend to engage in incremental, convenient pro-environmental behaviors, they are optimistic about the potential for positive spillover effects. Additionally, our focus groups revealed that a promising area of future study is that young conservatives could serve as important messengers for pro-environmental individual action and support for climate and energy policies among their conservative peers. Thus, the study suggests promising topics for research on the role that young conservatives could play in supporting climate and energy-related initiatives.