The role of social norms in climate adaptation: Mediating risk perception and flood insurance purchase

Flood insurance plays an important role in climate adaptation by recovering insured losses in the event of catastrophic flooding. Voluntary adoption of flood insurance has been seen as a function of risk perception that is shaped by social norms. This paper attempts to clarify the relationship between these factors. It is based on a household survey conducted in the eastern cities of Australia and involving a total of 501 randomly selected residents. Results of a path analysis show that the likelihood of having flood insurance cover was associated with perceived social norms, but not perceived flood risk. In addition, perceived norms and risk were statistically related to each other. It is concluded that social norms played a mediating role between insuring decision and risk perception. Risk perception might influence the insuring decision indirectly through shaping perception of social norms. This implies that adaptive behaviour is not necessarily a function of risk perception, but an outcome of its impacts upon the ways in which the individuals situate themselves in their social circles or the society. There is a feedback process in which individual perceptions of risk manifest as both a cause and effect, shaping and being shaped by the socio-cultural context. (C) 2013 Elsevier Ltd. All rights reserved.