ABSTRACT
This chapter focuses on efficacy beliefs and their impact on collective climate action. It explains how collective and participative efficacy drive different forms of collective climate action. Supported by various examples from the climate movement, the chapter then explores strategies for fostering the perception and feeling of efficacy, which are grouped into two broad approaches. The first approach focuses on highlighting positive changes. This can be achieved by communicating the positive impact of climate action and utilizing social norms to demonstrate widespread participation. Such strategies can also be based on evoking positive emotions, like hope, and articulating a vision of a socially and ecologically just future. The second approach involves creating group contexts that promote efficacy beliefs. Strategies to achieve this include considering the structure and size of the group, carefully setting group goals, and implementing methods for maintaining long-term motivation. Finally, these group-based strategies involve the development of individual skills and allocating group roles based on members’ skills and interests. The chapter concludes with an exercise for reflecting on one’s own skills and efficacy beliefs.
