Social norms are powerful predictors of pro-environmental behavior. At the same time, conspiracy beliefs are prevalent that can reduce individuals’ efforts to act pro-environmentally and might impede the influence of social norms. Across three cross-sectional studies in three countries (Germany, UK, US; total N = 1,037), we investigated the interplay between different types of social norm perceptions and conspiracy beliefs in predicting everyday pro-environmental behavior. Against two out of three hypotheses, we found no evidence that conspiracy beliefs moderated the relationship between perceived social norms and self-reported pro-environmental behavior. Rather, perceiving higher pro-environmental social (especially subjective and injunctive) norms was associated with more frequent pro-environmental behavior – also among those with stronger conspiracy beliefs. Conspiracy beliefs (especially those related to climate change) were, in turn, related to less pro-environmental behavior. These findings shed light on the social factors that might (also) influence individuals believing in conspiracy theories and give reason for optimism regarding the possibility to overcome their climate inaction via normative influence.

Data for: Winter, K., Pummerer, L. & Sassenberg, K. (in press). Not that different after all: Pro-environmental social norms predict pro-environmental behavior (also) among those believing in conspiracy theories. British Journal of Psychology.