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The American Climate Values Survey 2014 assesses climate and other values to provide information and insights for people who want to increase the effectiveness of their efforts to build public support for climate solutions. It is an ecoAmerica project in collaboration with Strategic Business Insights, supported by the Energy Foundation, The Nature Conservancy, Natural Resources Defense Council and the Skoll Global Threats fund.
American Climate Values 2014 Research Methodology The American Climate Values Survey 2014 was co-created by ecoAmerica and Strategic Business Insights (SBI). GfK Knowledge Networks fielded the survey. The survey employs SBI’s proprietary VALS methodology to identify psychological motivations that drive attitudes and behaviors in order to guide organizations in identifying, understanding and connecting with people.
Sample Population: The target population consists of non-institutionalized adults aged 18 and over residing in the United States. To sample the population, Knowledge Networks recruited individuals from it’s KnowledgePanel, a probability-based random selection protocol designed to accurately represent all US adults. The survey included an oversampling of Asian, African, and Hispanic American populations.
Survey Completion and Sample Sizes: The sample included 2,946 respondents. Of those, 1,027 from the general population completed the survey for a 61.4% completion rate. In addition, 293 Asian American, 201 African American, and 216 Hispanic American respondents completed the survey for a total of 1,737 completed surveys.
Citation: Perkowitz, B., Speiser, M., Harp, G., Hodge, C., & Krygsman, K. (2014). American Climate Values 2014: psychographic and demographic insights. Washington, DC: ecoAmerica.
