How to encourage pro-environmental behaviors without crowding out public support for climate policies

Abstract

Utilities, governmental agencies, and nonprofit organizations all use interventions meant to spur the public to act in ways that reduce greenhouse gas emissions, such as by turning down the heat in the winter and limiting beef consumption. Yet critics contend that these interventions promote relatively trivial behaviors while reducing the perceived need to support regulations that would have much more of an effect but might require, say, increased taxes or effort. In other words, promoting behavioral interventions can crowd out the public's support for climate policies. But this undesirable consequence is avoidable. In this article, I propose evidence-based guidelines, which I collectively call the SESH formula, for implementing climate-related behavioral interventions that avoid crowding out support for effective policies. They hold that interventions should (a) push for specific high-impact behaviors, (b) accurately convey the behaviors' effectiveness, (c) promote behaviors that are similar to (that is, are clearly related to) desirable policies, and (d) frame the desired behaviors as steps toward a higher goal—in this case, climate-change mitigation. I review the evidence for each SESH guideline and identify areas for future research into behavioral interventions that will complement, rather than undermine, climate-change policies.