ABSTRACT
Four main issues hinder the communication with the public and promotion of the LCP. First, the public in some regions is not sufficiently aware of the threat that climate change poses to human beings and the environment in which we live. Second, some citizens have not developed a positive attitude toward reducing
carbon emissions and using new types of energy. Third, the public’s knowledge of climate change and energy conservation is relatively limited (Van de Velde et al., 2010). Fourth, especially in developed countries, although a majority of citizens express concern about climate change and environmental protection, this concern does not translate into environmentally responsible behaviors, such as using public transportation, conserving energy, and using new, alternative sources of energies. Therefore, Davis (1995) argues that the challenges facing marketers who wish to change behavior for public good, are to identify specific approaches that motivate individuals to act on their concerns and take immediate action, while continuing to raise public awareness and aid in the development of positive cognitive and affective attitudes toward low-carbon and new energy policies.
