ABSTRACT
This chapter examines the influence of moral beliefs and emotions on collective climate action. It explains how moral beliefs are deeply connected to personal values and shows how they, especially when perceived to be violated, can turn into moral emotions such as guilt and anger that drive collective climate action. Using examples of the climate movement’s normative and non-normative collective actions, the chapter then illustrates how these processes can motivate action through two approaches. The first approach focuses on creating situations that evoke anger. This can be achieved by drawing attention to injustice, identifying those responsible, and communicating the outrage of others. The second approach is to reflect on how moral beliefs and emotions influence others and the public. Strategies include narrowing the moral-empathy gap and considering a radical flank of a movement. This approach also addresses the activist’s dilemma of balancing media attention and positive public perception. The chapter then discusses how constructive disruption can reduce resistance to socio-environmental goals and how climate action can be designed to be perceived as legitimate, relatable, and effective. It closes with an exercise encouraging readers to reflect on their own values.
