VISUAL REPRESENTATIONS OF CLIMATE CHANGE AND INDIVIDUAL DECARBONISATION PROJECT: AN EXPLORATORY STUDY

Abstract

This paper focuses on the role of visual representations of climate change (CC) and individual
decarbonisation project. From this perspective, the Q-method, which is essentially based on the
collage technique, is used. Our findings show that only a small percentage of consumers are actually
focused on alternative imaginaries of consumption such as those related to decarbonisation. CC
communication seems to activate more perceptions about the causes and consequences of CC than
about specific solutions. These results are discussed in terms of marketing strategies