Mitigating global climate change requires not only government action but also cooperation
from consumers. Population-based, cross-sectional surveys were conducted among 1202
respondents in Portland OR and Houston TX between June and September 2007 regarding
awareness, concern, and behavior change related to climate change. The data were subjected
to both quantitative and qualitative analyses. Awareness about climate change is virtually
universal (98% in Portland and 92% in Houston) with the vast majority reporting some
level of concern (90% in Portland and 82% in Houston). A multivariate analysis revealed
significant predictors of behavior change: individuals with heightened concern about
climate change (p<0.001); respondents with higher level of education (p= 0.03); younger
compared with older individuals (p<0.001); and Portlanders more likely to change behavior
compared with Houstonians (p<0.001). Of those who changed behavior, 43% reported having
reduced their energy usage at home, 39% had reduced gasoline consumption, and 26%
engaged in other behaviors, largely recycling. Qualitative data indicate a number
of cognitive, behavioral, and structural obstacles to voluntary mitigation. Although
consumers are interested in global climate change-mitigation strategies and willing
to act accordingly, considerable impediments remain. Government policy must eliminate
economic, structural, and social barriers to change and advance accessible and economical
alternatives. Individual-level mitigation can be a policy option under favorable contextual
conditions, as these results indicate, but must be accompanied by mitigation efforts
from industry, commerce, and government.