How qualitative approaches matter in climate and ocean change research: Uncovering contradictions about climate concern.

• Climate concern at all identity levels but rather masked at social identity level. • Expression of concern varies depending on appraised severity and identity salience. • Contradictory statements reveal tension between avoiding and facing climate concern. • Qualitative approaches more likely to uncover hidden concern than quantitative ones. • Quantitative approach likely to falsely assume no climate concern exists. There is growing acknowledgement of the need for both quantitative and qualitative methods to unravel complex human-environment interactions and inform a more advanced move towards global sustainability. Nonetheless, qualitative methods still play an understated role in climate and ocean change research. One important reason for this are continuing tendencies in the natural sciences to value 'hard' and value-free quantitative approaches over 'soft' and value-laden qualitative approaches. This paper argues that to overcome such methodological reservations, it is necessary to inform not only about the key characteristics of qualitative research but also – and this has received little attention – about the concrete empirical insights that can be gained from qualitative as opposed to quantitative data, despite sharing the same research focus. The environmental literature still lacks relevant examples from fieldwork that explain in detail how exactly decisive information is elicited from specific qualitative datasets, thereby illustrating how qualitative approaches matter. This paper seeks to help fill this gap by demonstrating to sceptical quantitative researchers the necessity and added value of integrating qualitative data in global environmental change research and highlighting impeding factors. This is done by presenting empirical findings about climate and ocean change adaptation in Norwegian coastal fisheries and elucidating how different qualitative interview techniques reveal that fishers who initially state that they do not worry about climate change actually do worry, and vice versa. Self-categorisation theory from social psychology is used to better explain such contradictory statements. Detecting salient but masked climate concern and understanding the reasons behind it are crucial for avoiding misleading conclusions and effectively tailoring adaptation strategies to the requirements of specific audiences. [ABSTRACT FROM AUTHOR]