High risk, low concern: The climate perception gap in rural America

Rural communities often demonstrate lower levels of concern and reduced support for climate mitigation and policies. This study examined views of climate risk and political support for climate action in Eastern North Carolina, a largely rural and agricultural region, with limited access to health care, and elevated environmental vulnerability. Understanding climate attitudes in this context is essential for developing effective and equitable engagement strategies. A Community Health Needs Assessment was administered across 36 counties that included climate risk and political support questions. Responses from 15,962 participants were analyzed and compared to modeled state and national estimates. Statistical analyses, including descriptive comparisons and multivariable regression models, were used to assess differences by sex, race, income, education, rurality, and county-level economic status. Findings revealed that rural participants were significantly less likely to express concern about climate risks, perceive imminent personal or community harm, or support increased local government action compared to national benchmarks. Higher concern was associated with female gender, non-White racial identity, and greater educational attainment. Even though many of the rural and economically distressed counties had experienced significant hurricanes and severe weather events, they reported lower perceived risk and political support. Notably, a high proportion of participants expressed uncertainty about the impacts of climate change and the role of local leaders in addressing them. These results reflect a broader “rural paradox,” where high exposure to environmental threats does not always translate into high perceived risk or engagement. The study underscores the importance of place-based strategies that consider local values, resources, and vulnerabilities. Embedding climate questions within public health surveys provides a scalable method for capturing community-specific insights and informing policies that advance climate resilience, public awareness, and equitable adaptation in underserved areas.