acceleration

A new study by researchers at Stockholm University has found that the warming during the summer months in Europe has been much faster than the global average. The findings, published in the Journal of Geophysical Research Atmospheres, are that the climate across the European continent has become drier, particularly in southern Europe, leading to worse heat waves and an increased risk of fires.

Warming over land areas occurs much faster than over oceans. The global average warming to date is 1.6 degrees Celsius over land and 0.9 degrees over oceans. This means that the global emissions budget to keep warming below 1.5 degrees has already been used up over land. The new study in fact shows that the emissions budget to avoid 2 degrees of warming has already been exceeded over large parts of Europe during the summer half-year (April to September).

This accelerated warming in Europe has led to more frequent heat waves. These, in turn, increase the risk of fires, such as the devastating fires in southern Europe this past summer.

Southern Europe has been experiencing a positive feedback situation in which the ongoing warming has been amplified because of drier soil and decreased evaporation. Added to that, there has been less cloud coverage over large parts of Europe, probably as a result of less water vapor in the air.

The study also looked at the impact of aerosol particles on temperatures in Europe. As the amount of relatively short-lived aerosol particles has decreased with the reduction of coal-fired power plants, the temporary cooling effects of those particles partially masking the underlying warming trend have diminished. In contrast, carbon dioxide emissions stay in the atmosphere for centuries.

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Large parts of Europe are warming twice as fast as the planet on average

Photo, posted April 18, 2020, courtesy of Roman Ranniew via Flickr.

Earth Wise is a production of WAMC Northeast Public Radio

Green products are environmentally-friendly products with features that are less harmful to people and the planet. For instance, green products may require fewer resources to produce, consume less energy, contain non-toxic ingredients, or create fewer emissions. Some examples include biodegradable waste bags, LED light bulbs, low-flow shower heads, organic cotton clothing, and reusable coffee cups and water bottles.

But according to new research from two universities in the United Kingdom, companies looking to promote their latest environmentally-friendly product should actually downplay its greenness if they want consumers to buy it.

The study, by researchers from the University of East Anglia and the University of Leeds, found advertising that highlights a product’s green attributes can lead consumers to associate it with weak performance. The findings, which were recently published in the Journal of Advertising, indicate that companies should downplay a product’s green qualities and instead promote it on more traditional aspects.

An example of these two distinct advertising strategies – green emphasis versus green understatement – can be found in the auto industry. Car manufacturer Toyota prominently highlights the low emissions and low fuel consumption features of the Prius, employing what the researchers term as ‘explicit signals’. In contrast, automaker Tesla reduces the prominence of its green attributes, focusing instead on its cars’ acceleration, handling, and other performance-related characteristics. This is known as the ‘implicit signals’ marketing approach.

After conducting two experiments, the research team found that the implicit, rather than explicit, marketing approach about greenness leads to higher performance evaluations and purchase intent.

Consumers appear more likely to engage in pro-social actions when it’s accompanied by some form of personal benefit.

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Highlighting product greenness may put consumers off buying

Photo, posted December 21, 2019, courtesy of Flickr.

Earth Wise is a production of WAMC Northeast Public Radio.

Europe Is Warming Faster Than The Rest Of The Planet | Earth Wise

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Strategies To Promote Green Products | Earth Wise

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