We document the individual willingness to act against climate change and
study the role of social norms in a large sample of US adults. Individual beliefs about
social norms positively predict pro-climate donations, comparable in strength to universal
moral values and economic preferences such as patience and reciprocity. However, we
document systematic misperceptions of social norms. Respondents vastly underestimate
the prevalence of climate-friendly behaviors and norms. Correcting these misperceptions in
an experiment causally raises individual willingness to act against climate change as well
as individual support for climate policies. The effects are strongest for individuals who are
skeptical about the existence and threat of global warming.
