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Over the past decade, public opinion about climate change has become increasingly well documented. Awareness about climate change is very high, and a number of surveys have shown that the British, European and North American member of the public express substantial concern about it.
For example, a Eurobarometer survey in 2007 found that around 90% of British citizens were concerned about climate change (Eurobarometer, 2007). However, climate change continues to be a low priority issue for most people when contrasted with other societal issues such as the economy, education, or the threat of terrorism (Upham et al., 2009), and in recent years the level of reported concern about climate change has fallen somewhat, accompanied by an increase in the number of people expressing uncertainty about the reality of human influence on the climate (BBC, 2010; Leiserowitz et al., 2010; Pew Research Centre, 2009; Whitmarsh, 2011).