Situational and Personality Factors as Direct or Personal Norm Mediated Predictors of Pro-environmental Behavior: Questions Derived From Norm-activation Theory

Studies that use the norm activation theory (Schwartz, 1977 Schwartz , S. H. ( 1977 ). Normative influences on altruism . In L. Berkowitz (Ed.), Advances in experimental social psychology (Vol. 10 , pp. 221 – 279 ). New York : Academic Press .[Crossref] , [Google Scholar]) to explain pro-environmental behavior often focus on personal norms and on two situational activators, i.e., awareness of need and situational responsibility (e.g., Vining & Ebreo, 1992 Vining , J. , & Ebreo , A. ( 1992 ). Predicting recycling behavior from global and specific environmental attitudes and changes in recycling opportunities . Journal of Applied Social Psychology , 22 , 1580 – 1607 .[Crossref], [Web of Science ®] , [Google Scholar]). The theory's other situational activators, efficacy and ability, and its personality trait activators, awareness of consequences and denial of responsibility, are generally ignored. The current article reports on two studies - a mail survey among the general public (N = 345) and a laboratory experiment among university freshmen (N = 166)–that found that (1) inclusion of additional activators improved the norm activation theory's potential to explain pro-environmental behavior and (2) personal norms significantly mediated the impact of activators on pro-environmental behavior. Theoretical issues and issues concerning environmental management evoked by these results are discussed.