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What makes a climate story effective? We examined if short fiction stories about everyday pro-environmental behaviours motivate climate policy support, and individual and collective climate action in a nationally representative experiment (N = 903 UK adults). The story featuring protagonists driven by pro-environmental intentions (i.e., the intentional environmentalist narrative) increased participants' support for pro-climate policies and intentions to take both individual and collective pro-environmental actions, more so than did stories featuring protagonists whose pro-environmental behaviours were driven by intentions to gain social status, to protect their health, and a control story. Participants' stronger feelings of identification with the protagonist partially explained these effects of the intentional environmentalist narrative. Results highlight that narrating intentional, rather than unintentional, pro-environmental action can enhance readers' climate policy support and intentions to perform pro-environmental action. Therefore, the intentions driving pro-environmental action may have implications for the extent to which observes identify with the actor and take pro-environmental action themselves. [ABSTRACT FROM AUTHOR]

The saltmarsh carbon storage potential is a key topic in blue carbon research and climate policy. Ecosystem service valuations provide valuable information to policymakers for habitat management and climate change mitigation policies. Yet, only few saltmarsh valuation studies have included the carbon storage service in the UK context. This paper investigates how the public values saltmarsh ecosystem services, focussing on the carbon storage service. We used a choice experiment to elicit the willingness to pay (WTP) of a representative sample of the Scottish public to support interventions that would maintain or improve the provision of these services. Furthermore, we tested the effect of information on individuals' preferences and WTP with a split sample approach where one group received a treatment in the form of additional information. We found that (i) all attributes had a significant influence on individuals' choices; (ii) both groups had, on average, a positive marginal WTP for all presented ecosystem services; (iii) the treated sample had, on average, no significantly different marginal WTP for carbon storage than the control group. This paper adds to the limited literature on the saltmarsh carbon storage ecosystem service and demonstrates a developed nation's public's openness to nature-based climate change mitigation solutions. [Display omitted] • The Scottish public on average prefers saltmarsh management over the status quo. • Providing additional information reduced heterogeneity in WTP for carbon storage. • Most respondents preferred an improvement of all saltmarsh ecosystem services. • Therefore management should focus on both climate change mitigation and adaptation. [ABSTRACT FROM AUTHOR]