Schuck, Jakob (2023) Moderating Descriptive Norms: The Role of Group Identification and Descriptive Norms. Master thesis, Psychology.
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Abstract
The more people perceive other citizen to engage in climate actions (i.e. descriptive norms) the more themselves engage in these behaviours. In general, descriptive norms lead to more engagement in climate actions but the size and even direction of the effect varies strongly between studies. Recent studies found heterogeneity in the results, one possible reason for this is that the link between descriptive norms and climate action is moderated by group identification and biospheric values. To test these assumptions empirically, I conducted an analysis using linear regressions on a cross-national probabilistic sample comprising over 44,000 primarily European citizens. The results indicated that descriptive norms were largely and biospheric values fully positively associated with all outcome variables. Unexpectedly, some direct associations were found between group identification and certain outcome measures as well. The relationship between descriptive norm and pro-environmental behaviour and policy support did not seem to always depend on group identification or biospheric value. Findings suggest that for some behaviours group identification and biospheric values could potentially enhance the efficacy of descriptive norm interventions. These findings have implications for developing more effective strategies for promoting climate action through descriptive norm interventions. More detailed analyses of target groups are necessary to create more effective intervention strategies and to fully understand motivators of climate action.
| Item Type: | Thesis (Master) |
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| Supervisor name: | Bouman, T. |
| Degree programme: | Psychology |
| Differentiation route: | Environmental Psychology (EP) [Master Psychology] |
| Date Deposited: | 04 Aug 2023 09:31 |
| Last Modified: | 04 Aug 2023 09:31 |
| URI: | http://gmwpublic.studenttheses.ub.rug.nl/id/eprint/2721 |
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