Does personal climate change mitigation behavior influence collective behavior? Experimental evidence of no spillover in the United States

Abstract

Both lifestyle and structural changes are needed to reduce carbon emissions and limit the impacts of climate change. In a series of three studies, we examine whether undertaking behaviors at the personal level affects (i.e., spills over onto) people's willingness to engage in behaviors at the collective level. In Study 1, we find that none of the personal behaviors measured are negatively associated with collective behavior intentions (willingness to join a campaign to convince elected officials to take action to reduce climate change), but some of the personal behaviors are positively associated with collective behavior intentions. In Study 2, we find that increasing the salience of past personal behaviors does not spill over to collective behavioral intentions. In Study 3, we find that increasing the salience of past personal behavior does not spillover to collective behavioral intentions but does increase support for a carbon tax on companies. We also find that increasing the salience of past behavior increases environmental identity and the perception that one is already taking enough action to reduce climate change. Overall, the results suggest that there are no spillover effects of personal mitigation behaviors on collective mitigation behavioral intentions. Messages that directly encourage collective mitigation behaviors may be more effective at promoting these behaviors than messages that emphasize past personal behaviors.