Eurofound’s research paper Mapping green behavioural public policy in the EU explains why and what policymakers could actually leverage in a context of constrained agency. While many interventions are possible, three overarching lessons lay the foundations for green behavioural public policy.
Make shared beliefs visible: support for collective action matters most when it is recognised and shared by others. This may be the cheapest lever available. Collective pro-environmental motivation within a group is a predictor of a greater willingness to invest in renewable energy and accept renewable energy policies, and the effect is stronger among those who identify strongly with the group. This holds at every level, from the municipality to the country to EU citizenship itself. People are also more willing to change their own behaviour when they believe others, particularly those who are better off, are changing theirs. Yet they systematically underestimate how much others are willing to contribute. One study found that once young people realised that they had underestimated the level of climate concern among older generations, they gained a stronger belief in collective action; telling them instead about generational differences in causes and impacts simply made them more worried. The lesson is that accurate information about our neighbours, communities and groups is more motivating than more information about the climate.
Don’t focus solely on the negative, but highlight also the positive steps that are being taken. Worry translates into action far more reliably when people believe action affects both their own lives and everyone else’s. This means worry must be paired with agency and effectiveness. Furthermore, evidence suggests that government efficacy – trust in the state's capacity to actually reduce emissions – matters more than personal efficacy in shaping climate attitudes. That is a directly implementable finding for policymakers: visibly delivering on a climate commitment is not merely good administration, it is itself a behavioural intervention.
Choose the messenger with care, and protect and nurture trust in the evidence, the rule-maker and the implementer. This lesson is not new for policymakers; however, evidence has shown that at least three critical trust systems matter for the just green transition. Trust in scientists and environmental organisations shows the strongest association with pro-environmental behaviour, while trust in institutions generally is less important and only weakly related to private-sphere behaviour such as household energy use. Trust in government does something different: it does not change behaviour directly but it predicts whether citizens will accept policies designed to influence their behaviour, such as nudges (gentle design changes that steer behaviour without forbidding options or changing economic incentives) and defaults (automatic options that occur if a person does nothing). Without that acceptance, green behavioural policy lacks legitimacy. And trust in the specific actors delivering a project – the developer or the municipality, for example – predicts its local acceptance.
Trust in the evidence, trust in the rule-maker and trust in the implementer are not interchangeable, and citizens may not always have trust in all three. In practice, this means that policymakers must know who is trusted, by whom, and on what. Failures have been well documented: in one EU energy-efficiency support scheme, promotional material fronted by politicians backfired because public trust was low, while welfare officers who already had relationships with the target households were able to convey the information more successfully.