RURAL LANDOWNER PERCEPTIONS OF CLIMATE CHANGE AND IMPLICATIONS FOR PUBLIC OUTREACH

Rural landowners may disproportionately be affected by the impacts of climate change, and may play an important role in mitigation and adaptation. In developing climate change education-related materials for rural audiences, we sought to understand their beliefs, perceptions of risk, and knowledge with respect to climate change, as well as how these elements differed by key characteristics. In spring 2011 we conducted a mail survey of upstate New York property owners to better understand their climate change attitudes and beliefs, and how these vary across and within communities. We received 497 responses: 246 from Central and Western NY and 251 from the Adirondack region.

Adirondack respondents on average were slightly more inclined to expect negative impacts of climate change than Central/Western NY respondents (p<0.05). Those identifying as politically liberal were statistically significantly much more concerned than conservatives (p<.001). Women were significantly more likely to perceive negative impacts than were men (p <0.001), and younger respondents more concerned than older.

These preliminary analyses suggestion that considerable variation exists within rural communities of NYS, with perceptions of climate change varying among a range of political ideologies, and by gender and age. Outreach vehicles must take this diversity in account in tailoring approaches to rural communities. We can, however, selectively address impacts that are of greatest concern across these rural audiences. For example, increased food prices, extreme weather events, and farmers being driven out of business are among the items with which respondents are most likely to agree will result from climate change. Modest but measurable variations between central/western NY and Adirondack communities warrant selection of topics of greatest concern in each geographic area.

Exhibit kiosks were designed in spring 2012. The kiosks are intended to engage rural audiences in local community centers. Based on the survey, formative evaluation, and available research, text for these kiosks focuses on locally relevant concerns, uses direct but non-hyperbolic language, and seeks visitor feedback via an iPad monitor interface. Kiosks will be evaluated in rural communities from fall 2012. Funded by NSF ISE 0917581 and the Park Foundation.