Bridging the Climate Change Knowledge Gap: Insight from a KAP study for Effective Public education Campaigns


Muhammad Rizwan, Islamia University Bahawalpur - Pakistan

This study embarks on a groundbreaking journey to bridge the climate change knowledge gap through an exhaustive knowledge, attitudes, and practices (KAP) survey. In contrast to existing literature, which largely focuses on the general understanding of climate change, our study zeroes in on specific knowledge deficiencies, attitudes and behaviors pertinent to climate change in Pakistan. This research is pivotal in the context of Pakistan, a country significantly vulnerable to the impacts of climate change, yet grappling with a substantial knowledge gap among its populace. The comprehensive KAP survey was meticulously designed to capture a wide spectrum of responses from various demographic segments, including different age groups, educational backgrounds, and regions. The survey encompassed a series of questions aimed at assessing the participants understanding of basic climate change concepts, their attitudes towards environmental conservation, and their everyday practices that contribute to or mitigate the effects of climate change. Our findings paint a picture of a fundament, yet fragmented understanding of climate change among the participants. The survey revealed significant gaps in understanding crucial concepts like the greenhouse effect, and the links between climate change and global phenomena such as coral bleaching and rising sea levels. Interestingly, the study also uncovered a misalignment between public perception and scientific consensus on various aspects of climate change. A significant contribution of this research is the strategic formulation of a public education campaign. The campaign is uniquely tailored to the specific needs identified in the survey. It aims to address the misconceptions and knowledge gaps head-on, using targeted messaging and educational materials. The campaign strategy involves not just the dissemination of information but also the encouragement of proactive engagement in climate change mitigation. One of the primary focuses of the proposed education strategies is to correct misconceptions about climate change. This involves clarifying misunderstandings about the causes and effects of global warming, the role of human activity in climate change, and the significance of individual actions in mitigated its impact. The strategies are designed to be inclusive, catering to various literacy levels and socioeconomic backgrounds, ensuring widespread accessibility and comprehension. A novel finding of this study is the public’s latent willingness to engage in climate change mitigation efforts. Despite a general trend of inactivity, there is an underlying potential for significant public participation in environmental conservation initiatives. The study explores how this potential can be harnessed and transformed into active participation through strategic public education. The study underscores the crucial role of effective communication channels like television and radio in disseminating climate change information. It highlights the importance of leveraging these mediums to reach a broader audience, particularly in regions where access to digital platforms may be limited. The study suggests ways to optimize these channels for maximum impact, including the use of local languages and culturally relevant content to ensure response with the target audience. Implications for policymakers and educators the practical applications of this study are vast and varied. It provides actionable insights for policymakers, educators, and environmental advocates. The findings can be used to inform policy decisions, educational curricula, and public awareness campaigns. The study emphasizes the need for a collaborative approach involving government, educational institutions, media and civil society to effectively bridge the climate change knowledge gap. In conclusion, this study makes a unique and significant contribution to the field of environmental education and public policy. It offers a comprehensive analysis of the current state of climate change knowledge in Pakistan and presents a well-strategized approach to enhancing public understanding and engagement. By providing a clear roadmap for targeted public education campaigns, this research paves the way for more information and active participation in climate change mitigation efforts, not just in Pakistan but in other regions facing similar challenges.

This paper will be presented at the following session: