Why didn’t you tell me that before? Pluralistic ignorance inhibits Americans' adoption of sustainable behaviors

Most Americans are concerned about climate change, willing to adopt more climate-friendly lifestyles, and think government should enforce stricter mitigation policies. Yet the behaviors of most Americans do not reflect these opinions. The US public still relies on large, petroleum-powered vehicles, eats a meat-based diet, and throws most of its trash into landfills. We contend this inconsistency might be attributable to pluralistic ignorance around the true nature of American opinions, resulting in widespread misperception that most people believe the science of climate change is exaggerated, or global warming is a hoax, or not due to human activity. Referencing theories of social influence and pluralistic ignorance, we investigate whether misperception of public opinion might inhibit Americans’ intentions to practice more stringent mitigation behaviors, via compliance with the assumed beliefs of referent others, despite incongruence with personal beliefs and opinions. Through an experimental survey about Americans’ climate change opinions, perceptions, and behaviors, we show that, when exposed to the true extent of public concern for climate change, respondents shift their intentions towards increasing pro-environmental behaviors, whereas a control group appears to self-limit those behaviors. Results have important implications for climate change adaptation in this country.