How Social Norms Encourage Collective Climate Action: The Role of Perceived Social Norms and Collective Identity

Berendt, Celine (2025) How Social Norms Encourage Collective Climate Action: The Role of Perceived Social Norms and Collective Identity. Bachelor thesis, Psychology.

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Abstract

As the climate crisis intensifies, effective communication strategies are needed to motivate collective climate action. This study examined whether positive tipping point messaging emphasizing social norms can enhance behavioral intentions via perceived social norms. In a between-subjects experiment, 450 participants from the UK aged 18-30 were randomly assigned to one of three Instagram-style posts: a control message, an efficacy message, or a message combining efficacy with social norms. Results showed that the efficacy + norms condition significantly increased perceived social norms, particularly injunctive norms (what others approve of), compared to the efficacy condition. Mediation analysis indicated that this effect was fully mediated by perceived social norms, which in turn predicted stronger intentions to engage in collective climate action. However, collective environmental identity, while positively associated with perceived norms, did not moderate the message’s effectiveness. These findings suggest that messages emphasizing growing social approval for climate action can activate perceived social norms and strengthen pro-environmental intentions, helping to push societies toward sustainable tipping points. Future campaigns should emphasize social norms, particularly injunctive norms, to foster a sense of social expectation and collective momentum in climate engagement. Keywords: positive tipping points, social norms, collective climate action, injunctive norms, environmental identity

Item Type:	Thesis (Bachelor)
Supervisor name:	Deshpande, A.A.
Degree programme:	Psychology
Differentiation route:	None [Bachelor Psychology]
Date Deposited:	24 Jul 2025 09:10
Last Modified:	24 Jul 2025 09:10
URI:	http://gmwpublic.studenttheses.ub.rug.nl/id/eprint/5725

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