Normative Influences and Climate Change Mitigation: How Skeptical Individuals Respond to Dynamic Norm Messages and Why

It has been well documented that social norms play a key role in motivating behavioral change. Although research on the effects of normative messages on pro-environmental decision-making has increased in recent years, our understanding of how these messages influence behavior remains limited (Chung & Lapinski, 2024). In particular, many pro-environmental behaviors have not yet achieved widespread adoption, and normative influences are often ineffective in such contexts. Consequently, scholars have begun to focus on dynamic norms, which refer to changing patterns of norms surrounding specific behaviors (Sparkman & Walton, 2017). When only a minority engages in a particular behavior, static norms that reflect behavior at a single point in time may inadvertently discourage action by emphasizing low participation rates. In contrast, dynamic norms, which highlight increasing popularity of a given behavior, have been shown to promote engagement (Sparkman & Walton, 2017). Accordingly, dynamic norms are considered particularly effective in contexts where pro-environmental behaviors have not yet become the majority practice. However, empirical evidence remains limited, and existing findings are inconsistent.

To advance understanding of norm framing effects (static vs. dynamic), the present study examines the underlying mechanisms through which norm framing influences behavior and investigates how these effects vary as a function of individual skepticism, specifically in the context of climate change. Environmental skepticism—defined as the tendency to doubt the seriousness, causes, or scientific evidence of environmental problems—has been identified as a key factor hindering effective environmental communication and behavior change.

An online experiment was conducted with 367 participants in South Korea. Participants first completed measures assessing climate change skepticism and were then randomly assigned to one of two norm-framing conditions (static vs. dynamic) related to pro-environmental behaviors aimed at mitigating climate change. They subsequently responded to measures of key variables.

The results indicated that the interaction between norm framing and skepticism did not significantly affect preconformity; however, it had a significant effect on reactance. Specifically, higher levels of skepticism were associated with greater reactance in response to dynamic norm messages compared to static norm messages. Moreover, this increased reactance was associated with reduced pro-environmental attitudes and behavioral intentions. This study contributes to the theoretical understanding of normative influence and climate change skepticism and offers practical implications for climate communication as well as directions for future research.

 

References

Chung, M., & Lapinski, M. K. (2024). The effect of dynamic norms messages and group identity on pro-environmental behaviors. Communication Research, 51(4), 439–462.

Sparkman, G., & Walton, G. M. (2017). Dynamic norms promote sustainable behavior, even if it is counternormative. Psychological Science, 28(11), 1663–1674.