Being green or being nice? People are more likely to share nicer but potentially less impactful green messages

As the world’s largest fossil fuels exporter, Russia is one of the key countries for addressing global climate change. However, it has never demonstrated any significant ambitions to reduce greenhouse gas (GHG) emissions. This paper applies ideational research methodology to identify the structural differences in economic, political, and social normative contexts between industrialized fossil fuel importing economies and Russia that lead to the fundamental gap in motivations driving decarbonization efforts. Russia is unlikely to replicate the approach to the green transition and climate policy instruments of energy-importing countries. In order to launch decarbonization in Russia, interested stakeholders need to frame climate policies in Russia differently. Specifically, the framing must address the priority of diversification as a means to adapting the national economy to a new green landscape, the combination of diverse channels for decarbonization, the promotion of energy-efficiency, closer attention to climate-related forest projects, and linkage of climate change with other environmental problems. Moreover, considering Russia’s emissions as a part of the global economic system and shifting from a simplistic national focus on GHG emissions reduction would help coordinate policies through dialogue between exporters and importers of fossil fuel energy-intensive goods, which is essential for the global movement towards a net-zero future.