We analyze European citizens’ willingness to take climate mitigation action with data on one-time donation
choices from a survey of 15,951 people across 27 nations. Responses are explored with an interdisciplinary
hybrid choice model that integrates principles of psychology and economics. The results suggest that only
participants who are certain about the reality of global warming and believe it is largely anthropogenic have a
significantly higher willingness to donate to climate mitigation compared to groups with less certain beliefs.
Individual drivers of climate action are identified in the perceived ancillary benefits of the actions, psychological factors, individual habits, and exposure to a collective efficacy treatment script. Additionally, national patterns in the observed donations suggest that increased climate mitigation spending at the country level may decrease citizen-level action and that frequent exposure to extreme weather events is associated with decreased support for mitigation actions. Finally, the results also highlight the importance of consistent messages about climate change, which may drive varying beliefs and personal norms and their predictors, and suggest key levers that may stimulate actions from specific groups.
