The critical role of second-order normative beliefs in predicting energy conservation

Sustaining large-scale public goods requires individuals to make environmentally friendly decisions today to benefit future generations1–6. Recent research suggests that second-order normative beliefs are more powerful predictors of behaviour than first-order personal beliefs7,8. We explored the role that second-order normative beliefs—the belief that community members think that saving energy helps the environment—play in curbing energy use. We first analysed a data set of 211 independent, randomized controlled trials conducted in 27 US states by Opower, a company that uses comparative information about energy consumption to reduce household energy usage (pooled N = 16,198,595). Building off the finding that the energy savings varied between 0.81% and 2.55% across states, we matched this energy use data with a survey that we conducted of over 2,000 individuals in those same states on their first-order personal and second-order normative beliefs. We found that second-order normative beliefs predicted energy savings but first-order personal beliefs did not. A subsequent pre-registered experiment provides causal evidence for the role of second-order normative beliefs in predicting energy conservation above first-order personal beliefs. Our results suggest that second-order normative beliefs play a critical role in promoting energy conservation and have important implications for policymakers concerned with curbing the detrimental consequences of climate change.