The Five Canadas of Climate Change: Using audience segmentation to inform communication on climate policy

Table 5. Effect of emphasis framing on attitudes toward carbon taxes, conditional on the Five Canadas. Model 1 Model 2 Model 3 2 cents 11 cents 2 cents 11 cents 2 cents 11 cents Invest in solutions -.054 .088�� -.044 .07� -.09 -.092 (.032) (.032) (.027) (.03) (.088) (.101) Equal dividend -.015 .058 -.011 .057 -.129 .023 (.032) (.033) (.028) (.03) (.088) (.095) Relative price -.021 .106�� -.024 .095�� -.034 -.1 (.032) (.033) (.028) (.03) (.098) (.107) Doubtful .195��� .169��� .095 .089 (.041) (.045) (.077) (.086) Disengaged .372��� .251� .286� .152 (.075) (.11) (.134) (.129) Concerned .375��� .337��� .315��� .21�� (.038) (.041) (.067) (.078) Alarmed .442��� .401��� .428��� .353��� (.04) (.045) (.07) (.086) Invest�Doubtful .093 .031 (.109) (.122) Invest�Concerned .098 .271� (.098) (.109) Invest�Alarmed -.017 .072 (.102) (.118) Equal�Doubtful .175 .063 (.11) (.118) Equal�Concerned .105 .062 (.097) (.103) Equal�Alarmed .125 -.05 (.103) (.117) Relative�Doubtful .112 .262� (.119) (.129) Relative�Concerned .022 .201 (.107) (.114) Relative�Alarmed -.07 .184 (.111) (.122) Ideology .083��� .066��� .045��� .028�� .048��� .031��� (.009) (.009) (.009) (.009) (.009) (.009) Constant .325��� .278��� .075� .074 .115 .16� (.029) (.031) (.038) (.041) (.06) (.072) Obs. 458 471 458 471 458 471 Adjusted R-squared 0.141 0.111 0.348 0.265 0.374 0.292 ��� p < .001 �� p < .01 � p < .05

Note: values are unstandardized regression coefficients with standard errors in parentheses. Constant represents intercepts of price level at 2 cents and Dismissive segment when segments are included. Attitudes toward carbon taxes range from 0 (highly unsupportive) to 1(highly supportive). Ideology is coded 0 (right), 1 (center right), 2 (center), 3 (center left) and 4 (left). https://doi.org/10.1371/journal.pone.0273977.t005 PLOS ONE The Five Canadas of Climate Change PLOS ONE | https://doi.org/10.1371/journal.pone.0273977 November 23, 2022 13 / 21