Correcting misperceptions about trends and norms to address weak collective action — Experimental evidence from a recycling program

Finding ways to encourage collective action in contexts where only a minority adopts the desired behavior is central to solving many of today’s global environmental problems. We study how correcting people’s beliefs about social norms and behavioral trends encourages collective action in a setting where the desired behavior is not yet prevalent. In a field experiment, we test whether low sign-up rates for a recycling program in urban Peru can be increased by providing information (1) that most people regard participation in the program as important, i.e., on the “injunctive norm”, (2) on an increasing recent trend in sign-up rates. We find that the effectiveness of the treatments depends on people’s prior beliefs: Correcting inaccurate beliefs increases sign-up decisions significantly among people who either substantially underestimate the injunctive norm or who underestimate the positive trend. As this sub-group of people is in the minority in our set-up, we do not observe statistically significant average treatment effects. We further find that the effects of the treatments increase in the level of underestimation. Our evidence demonstrates that belief updating can be used effectively to encourage collective action where it is weak as long as a meaningful number of people underestimates the relevant trends and norms.