Abstract
Public support of renewable energy has become more important as the share of renewable energy increases recently. To avoid public opposition framing strategies can be used. In this study, we aim to reveal the effect of moral framing on support for an intended offshore wind farm (OWF) project in Turkey. We designed a survey with two framing conditions in line with the assertions of Moral Foundations Theory, individualizing and binding, and one control condition. The individualizing condition appeals to the values associated with fairness and well-being. The binding condition appeals to values associated with patriotism, purity and respect for authority, and a control condition lacking any such targeting. We found, prioritizing economic growth, positive expectations from OWFs and willingness to bear personal cost to solve environmental problems positively affect support for OWF, while visual concerns and concerns regarding environment and limited natural resources negatively affect support for OWF. Regarding the framing effect, we found that congruency between political ideology and framing conditions is only significant for individualizing condition. Left-leaning individuals who were exposed to individualizing condition are more likely to support OWFs compared to those of who were exposed to binding and control condition.