The aim was to investigate climate change-related concerns, beliefs and emotions in different groups of individuals. A total of 1,000 households located within the City of Gothenburg, Sweden were sent a “climate survey”. They were randomly identified from a population register. The questionnaire was also handed out at different tourist locations to 1,000 tourists visiting the town. The survey was also sent to 30 experts (scientists working with climate and environment issues); 67 decision makers (politicians, stakeholders); and 156 members of the tourist industry (hotels, museums, theatres, amusement parks, hauliers, conference centres, event companies, etc.).
(1) Experts were shown to be least concerned for and afraid of climate change impact; (2) Youngest participants were found to be most, and oldest least, concerned for their future; (3) Women were shown to be more concerned for and afraid of the consequences of climate change; and (4) Men and the least educated participants believed their jobs to be more threatened by the environmental laws and protection, and the latter ones believed moreover that the claims about climate change are exaggerated.
Accordingly, when fostering sustainable behavior, policy support and commitment to protect the environment, we have to take into account this diversity in value orientation and environmental risk-related emotion and awareness found in different groups of individuals.