TUMCS Study Shows: Regional Norms Can Be Counterproductive
Climate change and the destruction of the environment pose an existential threat to the world. With its Climate Protection Act and the National Climate Protection Initiative, the German government wants to conserve resources and reduce greenhouse gas emissions. The ambitious goal is to make Germany climate-neutral by 2045. However, in order to achieve this ambitious goal, the public needs to support this climate policy. A recent study by economists from the Straubing Campus for Biotechnology and Sustainability at the Technical University of Munich (TUM) shows that the perceived support for climate policy in Germany is generally underestimated. Actual support is higher than expected. This means that social norms such as societal expectations and rules of conduct are misperceived. This misunderstanding varies greatly between regions and increases the more ambitious the targets for reducing emissions become – for example in the European Union’s New Green Deal.
To correct this misunderstanding of social norms and to increase public support for climate policy, the authors conducted a second survey. Participants were informed about the actual support of other citizens in Germany and in their respective regions. “Our research shows that when used effectively, social norms can be a powerful tool to boost public support for necessary climate measures,” says Prof. Dr. Andreas Pondorfer, co-author and head of the Professorship for Sustainable Economic Policy at the TUM Campus Straubing (TUMCS). “However, when correcting norms, we must consider that regional differences play a significant role. National norms are more comprehensive and effective, especially in regions where support has been low.”
“This research provides valuable insights for policymakers to enhance acceptance and support for climate protection measures in society”, says Prof. Sebastian Goerg from the Professorship of Economics at TUMCS and another co-author of the study. “By taking regional aspects into account and emphasizing national norms, public support for ambitious climate policies can be sustainably increased.”
Further information: Goerg, S., Pondorfer, A. & Stöhr, V. Regional variation in social norm nudges. Sci Rep 14, 16773 (2024). https://doi.org/10.1038/s41598-024-65765-z
The article “Regional variation in social norm nudges” was recently published in the scientific journal Scientific Reports, published by the Nature Research Group.