How to make the unpopular popular? Policy characteristics, social norms and the acceptability of environmental policies

This study examined how policy characteristics (i.e. push versus pull measure and high versus low cost behaviour targeted) and social norms (i.e. strong versus weak social norms) influence the acceptability of environmental policies. Results of a mixed 2 x 2 x 2 subjects design among 123 participants showed that pull measures were evaluated as more acceptable than push measures; and when environmental policies targeted high cost behaviour, participants evaluated policies as less acceptable than when low cost behaviour was targeted. Moreover, a main effect for social norms was found: when it was indicated that a minority instead of a majority of the public supported a policy, acceptability was lower. The results showed two interaction effects. That is, push measures were particularly perceived as unacceptable when: (1) they targeted high cost behaviour, and (2) when a weak social norm was experienced. When a push measure targeted low cost behaviour or when it was clear that the majority of people supported this policy, the environmental policy was almost as acceptable as pull measures. The results imply that push measures should be presented in the correct way to minimise public opposition as to make the unpopular popular. (C) 2012 Elsevier Ltd. All rights reserved.