Abstract
The article reports key findings from a fieldwork survey of NGOs conducted in France, Germany and the UK, which investigated strategies to encourage citizen action on climate protection. It illustrates the limited usefulness for NGOs of the 'information deficit' and 'rational actor' models. In contrast, it shows the importance of leading on values, as well as the need to build bridges between ideas and practice by providing opportunities for public engagement and building communities of action. NGOs focus on the positive benefits of citizen action (rather than on compelling behaviour change), with expected benefits extending beyond the material and financial to embrace well-being, personal development and community building, as well as the intrinsic value of protecting the environment.
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