Explaining public support for net-zero climate policy instruments: Perceptions of distributive fairness under competing frames

Understanding public support for net-zero climate policy instruments is crucial for policy implementation and durability. Using survey data from a Canadian sample (n = 2362), we examine support for six net-zero policies, focusing on the roles of distributive fairness, effectiveness, and message framing. Consistent with prior research, we find that fairness perceptions are the strongest predictor of support, followed by effectiveness, though fairness judgments vary across policies. Notably, opposition to a zero-emission vehicle mandate and to a lesser extent an electric appliance mandate rivaled that of a consumer carbon tax, challenging assumptions that regulatory policies face less resistance. Distributive fairness perceptions were most influenced by expected impacts on future generations, low-income households, and rural communities, while those who prioritize equality and need-based justice principles were less likely to view policies as fair. Finally, pro-policy message frames did not shift policy support when positioned against a competing anti-policy frame, adding to the evidence that compelling counter arguments can neutralize otherwise persuasive frames. These findings highlight the need for policymakers to integrate fairness considerations into policy design and communication strategies to enhance the long-term feasibility of net-zero policy instruments.