What is it about?
People typically value the environment, but undervalue how much others care about the environment. Making individuals aware others also strongly value the environment could accelerate and boost climate- and environmentally-friendly actions.
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Why is it important?
Perceptions about others and society - particularly how much others care about the environment - can strongly motivate individuals and groups to engage in the pro-environmental actions urgently needed to mitigate and adapt to current environmental crises, such as climate change. Yet, most people underestimate how much others care. Changing these (mis)perceptions could boost and accelerate pro-environmental and climate action.
Perspectives
The perceptions we have about others, and specifically what they value, can strongly impact our own actions. To motivate and accelerate society-wide pro-environmental action, we should make clear people see that others strongly care about the environment, which is typically underestimated, for instance through climate protests, corporate environmental responsibility or governmental campaigns
Dr Thijs Bouman
Rijksuniversiteit Groningen
Read the Original
This page is a summary of: Motivating Society-wide Pro-environmental Change, One Earth, September 2019, Elsevier,
DOI: 10.1016/j.oneear.2019.08.002.
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