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How social norms are often a barrier to addressing climate change but can be part of the solution

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  • SPARKMAN, GREGG
  • HOWE, LAUREN
  • WALTON, GREG

Abstract

We argue that the behavioral challenges posed by climate change are fundamentally problems of social influence. Behaviors that perpetuate climate change are often opaque in their consequences; thus, we look to others to infer how to act. Yet unsustainable behaviors, like driving and eating meat, are often the norm; conformity to such norms is a major hurdle to a more sustainable world. Nonetheless, we argue that social norms can also be a powerful lever for positive change. Drawing on two streams of recent research, we show that well-implemented social norm strategies can motivate positive steps even in the face of a negative current norm and even in individuals’ private behavior absent the judgment of others. First, appeals to dynamic norms – information about change in others or trends in norms over time – can lead people to conform to the change itself, even if this change violates current norms. Second, framing normative appeals in terms of an invitation to work with others toward a common goal can increase the motivation to join in. Despite ubiquitous unsustainable norms, careful theory-based representations of social norms can help us make progress on climate change.

Suggested Citation

  • Sparkman, Gregg & Howe, Lauren & Walton, Greg, 2021. "How social norms are often a barrier to addressing climate change but can be part of the solution," Behavioural Public Policy, Cambridge University Press, vol. 5(4), pages 528-555, October.
  • Handle: RePEc:cup:bpubpo:v:5:y:2021:i:4:p:528-555_7
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    Cited by:

    1. Jennifer C. Cole & Phillip J. Ehret & David K. Sherman & Leaf Boven, 2022. "Social norms explain prioritization of climate policy," Climatic Change, Springer, vol. 173(1), pages 1-21, July.
    2. Shahida Anusha Siddiqui & Adriano Profeta & Thomas Decker & Sergiy Smetana & Klaus Menrad, 2023. "Influencing Factors for Consumers’ Intention to Reduce Plastic Packaging in Different Groups of Fast-Moving Consumer Goods in Germany," Sustainability, MDPI, vol. 15(9), pages 1-21, May.
    3. Paul Fesenfeld, Lukas & Maier, Maiken & Brazzola, Nicoletta & Stolz, Niklas & Sun, Yixian & Kachi, Aya, 2023. "How information, social norms, and experience with novel meat substitutes can create positive political feedback and demand-side policy change," Food Policy, Elsevier, vol. 117(C).
    4. Shlomit Flint Ashery, 2022. "Group Consumption and Ecological Footprint: The Effect of Habits and Lifestyle," Sustainability, MDPI, vol. 14(20), pages 1-18, October.

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