'MORAL OFFSET' Competing framings of pro-environmental lifestyle choices

A critical discourse analysis (CDA) of three pro-environmental behaviour (PEB) initiatives promoting low-carbon lifestyles in the UK showcased on BBC Radio 4 illustrates the discursive struggles over meaning involved in the various framings of climate change mitigation policies. Climate change mitigation policies are framed in various competing and coalescing ways in political circles, most commonly as economic opportunities but in some instances as an ethical obligation. While the 'win-win' framing associated with the ecological modernisation and green consumption discourses is the most dominant in official UK climate change mitigation policy, PEB initiatives seem to draw on a more diverse, sometimes normative, set of framings to induce behavioural change.