From public attention to action: How risk perception and experience drive support for climate adaptation policies in heat-vulnerable cities

As the frequency and severity of climate risks continues to rise, public attention is pivotal to shaping climate change adaptation policies. Yet, little is known about how its distinct components differentially shape support for adaptation. This study examines how media influence, perceptions of the climate crisis and climate policies, and observed heat exposure contribute to the public's willingness to pay (WTP) higher taxes for adaptation in eight heat-vulnerable cities in South Korea. Using survey responses and secondary data, we assess both the direct effects of these attention features and the moderating role of household income. Contrary to expectations and prior literature emphasizing the agenda-setting power of media, media influence has little to do with WTP. Instead, perceptions of climate risk, perceived necessity of adaptation policies, and personal heat-related experiences significantly boost WTP, particularly among higher income groups, which underscores the need to address income disparities when designing climate adaptation strategies. These findings offer insights into how different forms of public attention operate and how they interplay with socioeconomic features in shaping public support for climate adaptation policies. • Public attention shapes willingness to pay for adaptation in urban heat-vulnerable cities. • Climate risk and policy drive stronger public support for adaptation policy measures. • Income moderates how perceptions translate into fiscal support for adaptation. • Media influence shows weaker effects compared to risk experiences.