Audience segmentation for campaign design: Addressing climate change in Singapore

• Main Authors: DETENBER, Benjamin H., ROSENTHAL, Sonny, LIAO, Youqing, HO, Shirley S.
• Format: text
• Language: English
• Published: Institutional Knowledge at Singapore Management University 2016
• Subjects: Climate change; Communication behavior; National survey; Public opinion; Segmentation analysis; Singapore; Asian Studies; Environmental Sciences; Nature and Society Relations
• Online Access: https://ink.library.smu.edu.sg/cis_research/202; https://ink.library.smu.edu.sg/context/cis_research/article/1201/viewcontent/4696_22462_1_PB_pvoa_by_nc_nd.pdf
• Institution: Singapore Management University

A nationally representative telephone survey (n = 1,006) was conducted to understand how different groups of Singaporeans regard the issue of climate change and their inclination toward action in dealing with it. We measured attitudes, knowledge, and perceptions of the problem of climate change and...