Abstract
With mandates and taxes to mitigate climate change proving politically challenging to implement, some scholars and policy makers have started looking to social norms as a vehicle for large-scale behavioral change. This raises the question of whether formal institutions or organizations are able to influence social norms and behavior. We designed a randomized experiment with a sample of 3627 American residents to investigate how social norm perceptions and behaviors change in response to institutional signals about climate change, and how this varies with signal source. We found that institutional signals, in particular when originating from science or business actors, shifted perceptions of descriptive social norms about climate action. Institutional signals also influenced intended pro-environmental behaviors, but did not increase personal contributions to environmental causes, suggesting that a shift in perceived norms may be insufficient to drive personal action, especially when it involves personal costs. Our study not only emphasizes the importance of institutional signals and messengers in changing perceptions of social norms, but also highlights the complexities involved in norm interventions ultimately aimed at influencing behavior.
Similar content being viewed by others
Data availability
Data and code will be made available by email request to the corresponding author.
References
Abrahamse W, Steg L (2013) Social influence approaches to encourage resource conservation: a meta-analysis. Glob Environ Chang 23:1773–1785
Allcott H (2011) Social norms and energy conservation. J Public Econ 95:1082–1095
Arceneaux K, Kolodny R (2009) Educating the least informed: group endorsements in a grassroots campaign. Am J Polit Sci 53:755–770
Bartels BL, Mutz DC (2009) Explaining processes of institutional opinion leadership. J Politics 74:249–261
Bicchieri C (2006) The grammar of society: the nature and dynamics of social norms. Cambridge University Press, Cambridge
Bicchieri C, Xiao E (2009) Do the right thing: but only if others do so. J Behav Decis Mak 22:191–208
Bohner G, Schlüter LE (2014) A room with a viewpoint revisited: descriptive norms and hotel guests’ towel reuse behavior. PloS one 9:e104086
Bolsen T, Leeper TJ, Shapiro MA (2014) Doing what others do: norms, science, and collective action on global warming. Am Politics Res 42:65–89
Bolsen T, Palm R, Kingsland JT (2019) The impact of message source on the effectiveness of communications about climate change. Sci Commun 41:464–487. https://doi.org/10.1177/1075547019863154
Byerly H, D’Amato AW, Hagenbuch S, Fisher B, conservation forest habitat (2019) Social influence Experimental evidence from vermont’s maple producers. Conserv Sci Pract 1:e98
Christakis NA, Fowler JH (2008) The collective dynamics of smoking in a large social network. N Engl J Med 358:2249–2258
Cialdini RB, Kallgren CA, Reno RRA (1991) focus theory of normative conduct: a theoretical refinement and reevaluation of the role of norms in human behavior. In: Advances in experimental social psychology, vol 24. Elsevier, pp 201–234
Cialdini RB, Trost MR (1998) Social influence: Social norms, conformity and compliance. In: The handbook of social psychology. 4th edn., vol 1-2. McGraw-Hill, New York, pp 151–192
Dragojlovic N (2008) Beyond framing: Source cues and persuasion in global politics
Druckman JN (2001) The implications of framing effects for citizen competence. Political behavior 23:225–256
Farmer JD, et al. (2019) Sensitive intervention points in the post-carbon transition. Science 364:132–134. https://doi.org/10.1126/science.aaw7287. https://science.sciencemag.org/content/364/6436/132.full.pdf.
Farrow K, Grolleau G, Ibanez L (2017) Social norms and pro-environmental behavior: a review of the evidence. Ecol Econ 140:1–13
Finnemore M, Sikkink K (1998) International norm dynamics and political change. Int Organization 52:887–917
Frey R, Richter D, Schupp J, Hertwig R, Mata R (2020) Identifying robust correlates of risk preference: A systematic approach using specification curve analysis. J Personality Soc Psychol, https://doi.org/10.1037/pspp0000287
Goff SH, Waring TM, Noblet CL (2017) Does pricing nature reduce monetary support for conservation?: evidence from donation behavior in an online experiment. Ecol Economics 141:119–126
Hoffman AJ (2020) How culture shapes the climate change debate. Stanford University Press
Howe PD, Markowitz EM, Lee TM, Ko C-Y, Leiserowitz A (2013) Global perceptions of local temperature change. Nat Clim Change 3:352–356
Huber RA, Anderson B, Bernauer T (2018) Can social norm interventions promote voluntary pro environmental action? Environmental Science & Policy 89:231–246
Imas A, Loewenstein G (2018) Is altruism sensitive to scope? the role of tangibility. In: AEA Papers and Proceedings, vol 108, pp 143–147
Lejarraga T, Frey R, Schnitzlein DD, Hertwig R (2019) No effect of birth order on adult risk taking. Proceedings of the National Academy of Sciences 201814153, https://doi.org/10.1073/pnas.1814153116
Lewis GB, Palm R, Feng B (2019) Cross-national variation in determinants of climate change concern. Environmental Politics 28:793–821
Lupia A (1994) Shortcuts versus encyclopedias Information and voting behavior in california insurance reform. Am Polit Sci Rev 88:63–76
McGuire WJ (1969) The nature of attitudes and attitude change. In: The handbook of social psychology, vol 3. Addison-Wesley, Reading, pp 136–314
Mildenberger M, Tingley D (2017) Beliefs about climate beliefs: The importance of second-order opinions for climate politics. Br J Polit Sci: 1–29
Nicholson SP (2011) Dominating cues and the limits of elite influence. J Politics 73:1165–1177
Niemiec RM, Sekar S, Gonzalez M, Mertens A (2020) The influence of message framing on public beliefs and behaviors related to species reintroduction. Biol Conserv 248:108522
Nyborg K, Rege M (2003) Does public policy crowd out private contributions to public goods. Public Choice 115:397–418
Nyborg K, Rege M (2003) On social norms: the evolution of considerate smoking behavior. J Econ Behav Organ 52:323–340
Nyborg K, et al. (2016) Social norms as solutions. Science 354:42–43
Orben A, Przybylski AK (2019) The association between adolescent well-being and digital technology use. Nat Hum Behav 3:173–182. https://doi.org/10.1038/s41562-018-0506-1
Rinscheid A, Pianta S, Weber E (2020) What shapes public support for climate change mitigation policies? the role of descriptive social norms and elite cues. Behav Public Policy: 1–25
Rohrer JM, Egloff B, Schmukle SC (2017) Probing birth-order effects on narrow traits using specification-curve analysis. Psychol Sci 28:1821–1832. https://doi.org/10.1177/0956797617723726
Schultz PW, Nolan JM, Cialdini RB, Goldstein NJ, Griskevicius V (2007) The constructive, destructive, and reconstructive power of social norms. Psychol Sci 18:429–434
Simonsohn U, Simmons JP, Nelson LD (2015) Specification curve: descriptive and inferential statistics on all reasonable specifications. SSRN Electronic Journal: 1–18. https://doi.org/10.2139/ssrn.2694998
Steegen S, Tuerlinckx F, Gelman A, Vanpaemel W (2016) Increasing transparency through a multiverse analysis. 11:702–712, https://doi.org/10.1177/1745691616658637
Steentjes K, Kurz T, Barreto M, Morton TA (2017) The norms associated with climate change: understanding social norms through acts of interpersonal activism. Glob Environ Chang 43:116–125
Tankard ME, Paluck EL (2016) Norm perception as a vehicle for social change. Soc Issues Policy Rev 10:181–211
Tankard ME, Paluck EL (2017) The effect of a supreme court decision regarding gay marriage on social norms and personal attitudes. Psychol Sci 28:1334–1344
Thøgersen J (2008) Social norms and cooperation in real-life social dilemmas. J Econ Psychol 29:458–472
Vohs KD, people’s thoughts feelings (2015) Money priming can change motivations, and behaviors: An update on 10 years of experiments. J Exp Psychol Gen 144:e86
Weber EU (2015) Climate change demands behavioral change: what are the challenges? Soc Res An Int Q 82:561–580
de Wit A, Bekkers R (2016) Government support and charitable donations: a meta-analysis of the crowding-out hypothesis. J Public Adm Res Theory 27:301–319. https://doi.org/10.1093/jopart/muw044. https://academic.oup.com/jpart/article-pdf/27/2/301/10850196/muw044.pdf
De Wit A, Bekkers R, Broese van Groenou M (2016) Heterogeneity in crowding-out: when are charitable donations responsive to government support? Eur Sociol Rev 33:59–71. https://doi.org/10.1093/esr/jcw048
Zaval L, Keenan EA, Johnson EJ, Weber EU (2014) How warm days increase belief in global warming. Nat Clim Change 4:143–147
Acknowledgements
S.M.C would like to thank the organizers and participants of the 2018 Norms and Behavioral Change Workshop at the University of Pennsylvania for helpful feedback on an earlier version of this paper.
Funding
A.R. acknowledges support by the Swiss National Science Foundation (grant no. P1SGP1_174939). S.P. acknowledges research support provided by the European Research Council under the European Community’s Programme “Ideas” – Call identifier: ERC-2013-StG / ERC grant agreement no. 336703 – project RISICO “RISk and uncertainty in developing and Implementing Climate change policies.”
Author information
Authors and Affiliations
Contributions
S.M.C., S.P., A.R. and E.U.W. designed the study. S.M.C., S.P. and A.R. programmed the questionnaire under the supervision of E.U.W. S.M.C. analyzed the data, based on feedback from S.P., A.R., and E.U.W. R.F. did the specification curve analysis. S.M.C., S.P., A.R., R.F., and E.U.W. drafted and approved the final version of the manuscript.
Corresponding author
Ethics declarations
Competing interests
The authors declare no competing interests.
Additional information
Publisher’s note
Springer Nature remains neutral with regard to jurisdictional claims in published maps and institutional affiliations.
Supplementary information is available in the online version of the paper. Correspondence and requests for materials should be addressed to S.M.C.
Electronic supplementary material
Below is the link to the electronic supplementary material.
Rights and permissions
About this article
Cite this article
Constantino, S.M., Pianta, S., Rinscheid, A. et al. The source is the message: the impact of institutional signals on climate change–related norm perceptions and behaviors. Climatic Change 166, 35 (2021). https://doi.org/10.1007/s10584-021-03095-z
Received:
Accepted:
Published:
DOI: https://doi.org/10.1007/s10584-021-03095-z