'In many ways, these results echo those of a variety of previous surveys, which suggested things like energy-efficient and renewable technology was more popular when it was sold as that—technology. This resonates across the political spectrum, because most US citizens appreciate technological advances and associate them with jobs and economic well-being.
But environmental concerns have become politicized, and conservative candidates often portray environmental regulations as a threat to jobs. In that context, helping the environment in any way can seem like an attack on a person's cultural identity—even if it's something the person would happily support otherwise. "Our results demonstrate that individuals will forego economically beneficial options if these options promote a value that is in conflict with their political ideology," as the authors put it.'
When it comes to the environment, many conservatives don’t like conserving
Some avoid long-term savings if they’re wrapped in a carbon-neutral message.