The relevance of non-state climate protection activities as motivation for individual climate protection: Results from a framed field experiment

Previous studies on leading by example have shown how an actor contributing to a public good first can increase the contribution of following actors in social dilemma situations. This paper empirically examines how leading by example of non-state actors, which are key to the transition to a low-carbon society, affects individual climate protection. Specifically, we consider the causal effect of providing information about the past climate protection activities of two non-state actors on donations for climate protection through an incentivized donation scheme. Based on data from a survey of 671 students, we conducted a framed field experiment using different information treatments about climate protection activities of the university and city of residence of the participants. Although our treatments successfully influence beliefs about the climate protection activities of both non-state actors, these beliefs do not significantly increase the individual contributions to climate protection in either treatment group. The analysis of heterogeneity in treatment effects reveals that informing students about climate protection activities of the city significantly increases climate protection activities among individuals with low prior beliefs about the role of cities in climate protection. In contrast, no such heterogeneity is observed for the university. Finally, individual identification with a non-state actor and environmental attitudes do not significantly moderate the treatment effects. These results contrast somewhat with previous studies on the effectiveness of leading by example measures and suggest that a broader understanding of the leader-follower relationship is needed for non-state actors to effectively promote individual climate protection. • Randomized experiment on the role of non-state actors in motivating individual climate action • Individual climate action is measured via incentivized donation schemes • Information treatments increase beliefs about the climate action of non-state actors • Providing information does not affect donations for climate protection significantly • Environmental attitudes and prior beliefs about non-state actors may moderate treatment effects