Silent and Underestimated Climate Change Concern Without Behavioural Backlash: Findings From a Representative Dutch Survey on Climate Change Communication

Notwithstanding the scientific evidence and widespread concern about climate change, insufficient action is being taken to mitigate it. The misperceived social norm that others do not care about climate change—conceptualized as pluralistic ignorance—and a lack of interpersonal communication about topics related to climate change are seen as possible inhibitors of climate action and pro-environmental behavior. However, empirical evidence on the relationship between pluralistic ignorance, climate change communication, and pro-environmental behavior is sparse.We surveyed a representative Dutch sample (N = 926). Most participants talked about climate change-related topics with friends and family less than once per month or “occasionally”. Using one-sample t-tests we found empirical support for pluralistic ignorance, with participants underestimating levels of climate change importance, worry, and felt individual responsibility. Regression analyses showed that hearing others talk about climate change negatively predicted pluralistic ignorance, while talking more often with people who share one’s opinion positively predicted pluralistic ignorance. Contrary to our expectations, participants reporting higher levels of pluralistic ignorance engaged in more pro-environmental behavior. An additional investigation of a small sample of climate change communication experts (N = 56) furthermore demonstrated the existence of pluralistic ignorance in individuals talking frequently about climate change. Our findings suggest that most adults in the Netherlands talk about climate change infrequently and that engaging in these conversations is not necessarily linked to a more accurate picture of climate change concern levels. At the same time, pluralistic ignorance did not seem to be linked to the expected problematic collective bystander effect.