Abstract

This paper is intended to explore the Climate Change (CC) perception in Lebanon. An exploratory study based on individual interviews is conducted. The results of in this study reveal that only a small percentage of citizens have high level of CC perception and intentions to reducing carbon lifestyle. The results demonstrate that the CC is a marketing-communication problem that generates individual barriers to decarbonisation. These findings imply new marketing-communication recommendations.

This work is licensed under a Creative Commons Attribution 4.0 License.