Social norms and efficacy beliefs drive the Alarmed segment[rsquor]s public-sphere climate actions

Surprisingly few individuals who are highly concerned about climate change take action to influence public policies. To assess social-psychological and cognitive drivers of public-sphere climate actions of Global Warming’s Six Americas ‘Alarmed’ segment, we developed a behaviour model and tested it using structural equation modelling of survey data from Vermont, USA (N = 702). Our model, which integrates social cognitive theory, social norms research, and value belief norm theory, explains 36–64% of the variance in five behaviours. Here we show descriptive social norms, self-efficacy, personal response efficacy, and collective response efficacy as strong driving forces of: voting, donating, volunteering, contacting government officials, and protesting about climate change. The belief that similar others took action increased behaviour and strengthened efficacy beliefs, which also led to greater action. Our results imply that communication efforts targeting Alarmed individuals and their public actions should include strategies that foster beliefs about positive descriptive social norms and efficacy. The people that are most concerned about climate change do not always take action. Behavioural modelling shows that concerned citizens are more likely to act if they believe similar people are taking action, and that their action will make a difference.

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