Personal and social norms that determine children's waste reduction behavior

Abstract

Research has demonstrated the environmentally conscious behavior of parents and caregivers acts as a social influence that produces environmentally conscious behavior in their children, and also has an effect on their children's cost-benefit evaluations and social norm evaluations. The present study examined the personal norms for producing continuous environmentally conscious behavior, and two social norms that form the personal norms, which are categorized as descriptive and subjective norms. The results of this study suggest that the subjective norm formed the personal norm. Furthermore, the parents' normative social influences affected the personal norm through the subjective norm, and the parents' behavior affected their children's environmentally conscious behavior through the descriptive norm.