Global warming and some climate change policies pose additional social risks that necessitate novel responses from the welfare state. Eco-social policies have significant potential to address these challenges, but their wide-scale adoption will depend, among other factors, on public support. In the current article, we theorise how public opinion about eco-social policies is likely to be influenced by a set of contextual and individual-level factors, as well as the perceived welfare deservingness of the target groups. Alongside contributing to the emerging body of literature on eco-social policies, this theoretical framework could help policymakers to anticipate the social groups that will support or oppose eco-social policy agendas and how some of the contradictions could be reduced through policy design.