Yes, we can! The effect of collective versus individual action framing on the acceptance of hard climate adaptation policy instruments

Abstract Especially in the context of climate adaptation policy, creating support for hard policy instruments and convincing people that their individual contributions do matter are two significant challenges. In this study, we test the effect of an individually versus collectively framed gain-appeal infographic on the acceptance of hard policy instruments and this in the context of strictly private climate change adaptation behaviour. We used a mixed methods approach focussing on reducing private paving in domestic gardens in Belgium. Evidence from an online survey experiment ( n = 3,389) showed that policy makers implementing a collectively framed infographic can increase the acceptance of a more strict permit policy and a yearly financial contribution, while simultaneously enhancing personal and collective self-efficacy and outcome expectancy beliefs. Complementary insights from qualitative data learned that perceived (in)equity is a crucial point of attention when designing climate policies addressing private paving. A collectively framed infographic may convey the message ‘yes, we ánd I can’. With these “findings, we want to trigger new opportunities in climate policies beyond the current policy scopes.