Young Adults’ Willingness to Engage in Climate Change Activism: An Application of the Theory of Normative Social Behavior

Abstract

ABSTRACT Guided by the theory of normative social behavior (TNSB), the current survey examined factors associated with climate change activism in a young adult population (N = 627). Consistent with the TNSB, young adults showed greater intention to engage in consumer and conventional climate change activism if they viewed it to be common (descriptive norm) and accepted (injunctive norm) among their peers, if they perceived positive benefits of activism (outcome expectations), and if they identified as a climate activist (ego involvement). Results supported the TNSB’s proposed interaction between descriptive norm and similarity for both types of activism. Theoretical implications for the TNSB and practical implications for promoting climate change activism among young adults are discussed.