What Drives Norm Success? Evidence from Anti–Fossil Fuel Campaigns

Why do some international norms succeed, whereas others fail? We argue that norm campaigns are more likely to succeed when the actions they prescribe are framed as a solution to salient problems that potential adopters face, even if different from the problem that originally motivated norm entrepreneurs. For instance, the campaign to reduce environmentally harmful fossil fuel subsidies has been more effective when linked to fiscal stability, a...