This is a really interesting podcast:
http://www.bbc.co.uk/worldservice/science/2010/12/101201_climate_connection_prog_three.shtml
He talks a lot about the social norm and a little bit about education, and mentions some interesting ideas. He also mentions that in a survey the vast majority of people said that what their neighbors do is least likely to influence them, when in fact a study showed the opposite. It is suggested that we be more concrete in educating the public and that people tend to react more to obligations.
