Norm Activation Research Articles

Pesticide risk perception as an attitudinal mediator: Exploratory research with farm managers and consumers

Pesticide use poses significant risks to human health and the environment. However, the public perception of pesticides is characterized by a number of factors, including risk perception. This study aimed to investigate the role of risk perception in two models: a) as a mediator between personal norms and pro-environmental attitudes of farm managers and b) as a mediator of trust in the purchase intention of consumers. For farmers, the Norm Activation Model was used. A mediation model explored the relationship between personal norms, risk perception, and pro-environmental attitudes. Among consumers a trust model, based on trust in food toolkit, was used. The risk perception and knowledge were examined as mediators between trust in the food system and purchase intentions. Data were collected in-person through questionnaires from 37 farm managers and 202 consumers in Brazil. Results indicate that risk perception is a critical factor influencing both farmers’ and consumers’ decisions. While farm managers’ pro-environmental attitudes were partially mediated by risk perception, consumers’ purchase intentions were primarily driven by a combination of risk perception, knowledge, and trust. These findings underscore the need for targeted interventions, including public education, regulatory enhancements, and transparent communication, to mitigate pesticide-related risks.

Beyond the Bin: The Influence of Motivation, Opportunity, and Ability on Food Waste Behavior in Households

ABSTRACTThis study examined household food waste behavior building upon a framework that integrates the motivation‐opportunity‐ability model (MOA), the theory of planned behavior (TPB), and norm activation model (NAM) enriched with insights from social practices theory (SPT). Using a dual‐country sample (Germany and South Africa), an online survey (n = 1065) measured how motivation, opportunity, and ability drive self‐reported food waste behavior. The results show that the ability to reduce food waste, that is, habits and perceived and actual knowledge, unfold a strong influence on reported food waste behavior. Quite surprisingly, motivation to engage in food waste reduction, due to attitude, values, and ascription of responsibility, has the lowest impact on reported food waste behavior. Our findings enhance the current understanding of food waste drivers and highlight the significance of socio‐psychological determinants of behavior, specifically ability and habits. The implications for both research and practical applications are discussed.

Texas Heritage at a Crossroads: The Case Study of San Antonio Missions

The dilemma faced by the San Antonio Missions regarding ongoing vandalism persists: whether to restrict access to protect the site or to allow public access for educational purposes, tourism, and cultural enrichment. This balancing act is complex, as visitor interaction can compromise site integrity. Applying Social Learning Theory (SLT) and Norm Activation Theory (NAT) to this dilemma reveals insights into how individuals learn and adopt behavior through observation, imitation, and modeling. In addition, the Theory of Planned Behavior (TPB) can also influence responsible behavior. Furthermore, how to safeguard heritage sites while ensuring public access and appreciations were discussed.

How to Reduce Food-Wasting Behavior: an Effort to Control Climate Change Using Behavioral Models Approach

Objective: Food wastage predominantly transpires at the consumer level within the food supply chain, leading to food-wasting behavior, where edible food is ultimately disposed of as refuse. This phenomenon of food-discarding behavior is also observed in developing nations, including Indonesia. This study aims to compare three behavioral models in mitigating food-discarding behavior, namely the theory of planned behavior, the norm activation model, and the value-belief-norm theory. Theoretical Framework: This study involves 9 behavioral constructs from the theory of planned behavior, the Norm Activation Model, and the Value-Belief-Norm theory to mitigate food-wasting behavior. Method: The research participants were drawn from Makassar City, Indonesia, comprising a total of 1715 respondents, with data collected using a Likert-scale behavioral assessment. Subsequent analysis was conducted employing PLS-SEM. Results and Discussion: This study's key findings are as follows: First, the hypotheses regarding the applicability of the Theory of Planned Behavior, Norm Activation Model, and Value-Belief-Norm theory as behavioral frameworks for mitigating food waste were supported. Second, in the TPB model, perceived behavioral control had a more direct impact on reducing food waste than behavioral intention, while attitude had the strongest influence on intention. Intention also mediated the relationship between attitude and food waste behavior. Third, in the NAM, ascription of responsibility had the greatest direct effect on personal norms, and personal norms mediated the impacts of all predictors, with the strongest mediation occurring between ascription of responsibility and decreased food waste. Fourth, the VBN model demonstrated that ascription of responsibility had the highest direct influence on personal norms, and values and could reduce food waste through the mediation of other constructs in the model. Research Implications: to effectively mitigate food-wasting behavior among individuals, intervention programs must be implemented to enhance attitudes, social norms, perceived behavioral control, awareness of consequences, the ascription of responsibility, subjective norms, and values. Originality/Value: The results of this study have shown direct comparative results between TPB, NAM, and VBN, and the uniqueness of each behavioral model in reducing food-wasting behavior, especially in developing countries.

Exploring the switch to urban train services: The impact of perceived accessibility and its moderating effects

Perceived accessibility refers to individuals’ subjective perception of how easy it is to reach destinations using a specific mode of transport. As such, understanding the effect of perceived accessibility on travel behavior is essential for creating transport systems and urban environments that are efficient, equitable, and sustainable. This study develops a new integrated model by combining the Norm Activation Model (NAM), the Theory of Planned Behavior (TPB), perceived risk, and perceived accessibility. This enhanced model offers a comprehensive understanding of the factors influencing individuals’ intentions to switch to urban train systems. Additionally, the moderating effects of perceived accessibility on the link between personal, contextual factors and switching intention are also explored. The model developed is tested using data obtained from a sample of 535 individuals in Hanoi, Vietnam. This is particularly important because more research in low- and middle-income countries (LMICs) is needed to address the sustainability challenges these nations face due to their dependency on motorized private transport. The findings show that subjective norms have the strongest effect on the intention, followed by personal norms, attitude, and perceived accessibility. This study also confirms the moderating role of perceived accessibility on the link between attitude and switching intention, while the other hypotheses regarding the moderating effects of perceived accessibility are not supported by the findings. These insights aim to inform policymakers and public transport authorities in developing targeted strategies to promote sustainable urban mobility in Vietnam.

Household food waste reduction and leftover reuse intention: interplay of personal norms and mediating variables

ABSTRACT The literature on food waste reduction has often overlooked the complexities of household waste reduction and reuse behaviors. This study takes a novel approach by applying the norm activation model to explore households’ food waste behavior. A total of 214 responses were collected from various regions of India to ensure a diverse sample. Using a structured questionnaire based on the norm activation model, the relationships between the sense of community, the consequence of awareness, and food waste behaviors were examined. The results obtained highlighted the role of a sense of community and the consequence of awareness as significant antecedents of leftover food reuse (FR) intention and food waste reduction behavior. PLS-SEM mediation analysis revealed that reduction intention mediates the relationship between food waste antecedents and outcomes, while planning routines mediate between antecedents and reduction behavior. These findings highlight the utility of our model in predicting food waste reduction and reuse behaviors, thereby providing a comprehensive framework for household food waste strategies. Practically, the findings support the development of an app with gamified features to promote sustainable food management.

Investigating household food waste in Indonesia: An extended norm activation model

Consumers waste significant amounts of food. Food waste presents a substantial problem for the environment, society and economy. Addressing the food waste challenge is crucial for fostering sustainable behavior and achieving the Sustainability Development Goal 12.3 agenda. Norms are a significant determinant in motivating consumers to prevent food waste and could be activated by other factors. Religiosity has the potential to influence norms related to food waste behavior. This study investigated how religiosity affects the intentions of consumers to minimize food waste. The interplay of religiosity, personal norms, subjective norms, and intention to avoid food waste was examined by the extended norm activation model. Data were obtained from Muslim consumers in Indonesia. Structural equation modeling evaluation showed that religiosity positively affects the intention to prevent food waste. The intention to avoid food waste is more closely associated with personal norms compared to subjective norms. Personal norms mediate the religiosity and food waste reduction intention relationship. Consumer awareness activates personal norms by making them feel accountable for food waste’s negative impact. These findings provide insights to stakeholders in developing policies to mitigate the food waste issue.

How food delivery service can be sustainable: some evidence from the Giusta delivery case

PurposeThe study explores the drivers of the intention to continue using sustainable food delivery services, considering the influence of value, satisfaction and the combined effects of utilitarian and hedonic motives. We employ a comprehensive framework that integrates the norm activation model (NAM) and the theory of planned behavior (TPB), with satisfaction, utilitarian motives and hedonic motives. This approach facilitates a deeper understanding of the factors motivating users to remain loyal to the service.Design/methodology/approachThe study examines the data using a quantitative approach based on the partial least squares approach to structural equation modeling (PLS-SEM).FindingsThe findings suggest that the intention to continue using sustainable food delivery services, such as the Giusta app, is significantly influenced by user satisfaction and attitudes. Attitudes not only influence the intention but also user satisfaction and are shaped by utilitarian motivations associated with sustainable food delivery. Beyond personal expectations and perceived benefits, the study reveals that behavior is also driven by altruistic values and moral convictions. Specifically, attitudes and satisfaction are positively affected by personal norms, which are influenced by ascribed responsibility. This ascribed responsibility is, in turn, shaped by awareness of both environmental and social issues.Originality/valueThis research contributes to the current debate on consumers' ethical behavior in food delivery. Only a few studies have integrated the NAM and TPB models in this context. This article highlights the factors useful in predicting people’s choice of food delivery services, showing the key role of personal norms, attitude, satisfaction and utilitarian motives.

Can carbon labels shift consumers towards sustainable food? Evidence from Chinese consumers

Carbon labels are becoming an essential tool for policymakers in many countries to promote low-carbon consumption. To assess customers’ willingness to pay for five carbon-labeled agricultural products (CAP), we used payment card to conduct a questionnaire survey among 641 respondents in Shanghai, Nanjing, Wuhan, and Xi'an, all located in China. This study quantitatively analyzes the influencing factors and interactive mechanisms of the publicʼs willingness to purchase CAP through the extended Theory of Planned Behavior and Norm Activation Model. The results show that consumers' willingness to pay a premium for carbon-labeled milk, corn, bananas, tomatoes, and eggs is 27.50 %, 29.73 %, 26.86 %, 26.51 %, and 24.26 % respectively. Perceived behavioral control has the strongest positive influence on purchase intention, followed by subjective norms, attitudes toward the behavior, and personal norms. There is a significant mediating effect between awareness of consequences and personal norms, which indirectly influences personal norms through the ascription of responsibility and subsequently affects purchase intention. Additionally, there is a gap between purchase intention and behavior, and risk perception negatively moderates the relationship between the two. Based on the research findings of this paper, practical and effective policy suggestions are proposed for the government to promote carbon labeling policies and reduce carbon emissions.

Factors Impacting Consumers’ Purchase Intention of Electric Vehicles in China: Based on the Integration of Theory of Planned Behaviour and Norm Activation Model

Understanding the factors that drive consumers to purchase electric vehicles (EVs) is critical to achieving decarbonization of China’s transportation sector, as well as mitigating global warming. This study aims to construct a research model based on altruistic and self-interested perspectives by integrating the Theory of Planned Behaviour (TPB) and Norm Activation Model (NAM) to predict the psychological factors that influence Chinese consumers’ intention to purchase EVs. Data were collected from 867 participants in China and empirically tested using Structural Equation Modeling (SEM). Self-interested factors, namely subjective norms, attitudes and perceived behavioural control, all had a significant positive effect on EV purchase intention. Additionally, the results showed that personal norms had the greatest effect on EV purchase intention. It was also found that awareness of consequence, ascription of responsibility and subjective norms were positive predictors of personal norms. Awareness of consequence had a positive effect on both the ascription of responsibility and attitudes. The findings contribute to understanding the psychological drivers of Chinese consumers’ intention to purchase EVs and can provide decision-making references for policy makers and manufacturers.

Developing a specific model to exploring the determinant of individuals' attitude toward forest conservation.

In the context of forest conservation, individuals' attitude can significantly influence their intentions and subsequent behaviors towards conserving forests. However, there is a research gap when it comes to understanding the determinants of individuals' attitude towards forests conservation. To address this gap, the present study aimed to investigate the influence of variables associated with values from value-belief-norm theory, awareness of consequences, and ascription of responsibility from norm activation model on individuals' attitudes as main determinant of behavior intention. The Data of study was collected from a sample of 200 students from Behbahan University, Iran. through a questionnaire designed specifically for this purpose. The validity and reliability of questionnaire were confirmed. Structural equation modeling was employed to analyze the collected data. The findings of the study revealed that the examined variables were able to describe 88.6% of the variance in individuals' attitude towards forest conservation. Specifically, it was found that biospheric (ƛ= 0.097) and altruistic (ƛ= 0.385) values, ascription of responsibility (ƛ= 0.150), and awareness of consequences (ƛ= 0.380) had significant and positive effects on individuals' attitude towards forest conservation. On the other hand, egoistic values exhibited a significant and negative impact (ƛ= -0.071) on individuals' attitude. These research findings hold significant implications for planners and policymakers involved in forest conservation efforts. By understanding the factors that shape individuals' conservation attitudes, decision-makers can develop targeted strategies and interventions to strengthen positive attitudes towards forest conservation. Given the positive influence of biospheric values and awareness of consequences, developing awareness-raising programs to enhance individuals' environmental knowledge and the awareness of outcomes of their conservation actions can be considered as strategy to strengthen public's attitude and improvement their participation in forest conservation projects.

Understanding the drivers of consumers’ acceptance and use of service robots in the hotel industry

Purpose This study aims to discover factors and configurations that influence customers’ acceptance behaviors to investigate the current hospitality industry using service robots. Design/methodology/approach A mix of symmetrical and asymmetrical modeling methods was used for the data analysis. The symmetrical modeling was used to find the net effects, whereas asymmetrical modeling was adopted to find the combined configurations for hotel guests’ robot service acceptance behaviors. Findings The results revealed the significant effect of innovativeness, willingness to be a lighthouse customer, personal norms and concern about service robot performance on acceptance behaviors. In addition, the complex solution models using characteristics of tech-forward consumers, norms and attitude and uncertainty and concern were found. Practical implications The study shows directions to hotel marketers, to help them make customers adopt service robots. Originality/value The study explored customer service robot acceptance behaviors based on comprehensive theoretical backgrounds, including the technology acceptance model, theory of planned behavior, norm activation model and service robot acceptance model.

Shaping pro-environmental behavior through CSR messaging: Insights from the norm activation model

Encouraging consumers to adopt environmentally responsible behaviors is essential for achieving sustainability goals in hospitality and tourism. Service providers can leverage the norm activation model (NAM) and anthropomorphism to activate consumers’ personal norms and motivate pro-environmental actions. While NAM has been widely applied to pro-environmental intentions in tourism and hospitality, two critical research gaps remain (i) the role of message framing valence and (ii) the influence of anthropomorphism in shaping personal norms. We conducted two experiments where participants were exposed to CSR messages framed based on positive or negative consequences and anthropomorphic vs. non-anthropomorphic depictions of the Earth. Results showed that message framing alone did not significantly influence personal norms or pro-environmental behaviors. However, when positive consequence framing was combined with anthropomorphism, the effectiveness of the messages significantly increased, leading to greater pro-environmental intentions. These findings suggest that hospitality players can enhance the impact of their CSR messages by incorporating anthropomorphism and emphasizing positive outcomes.

A complexity theory in geotourism: traveler environmentally sustainable behaviors in global geoparks

ABSTRACT The importance of environmentally sustainable behavioral intentions (ESBI) in tourism is widely acknowledged, yet its role in geotourism is uncertain. Based on norm activation theory, behavioral reasoning theory, and complexity theory, this study used structural equation modeling and fuzzy set qualitative comparative analysis (fsQCA) to analyze data from 455 tourists at global geoparks in China. Results indicated that responsibility ascription, attitude, values, and place attachment influence ESBI. fsQCA identified four configuration combinations, confirming complexity theory principles. This paper addressed gaps in the literature and provided practical implications for geoparks.

Trying to decrease food-wasting behavior with combined theory plan behavior, value belief norm, and norm activation model: A behavioral approach for sustainable development

Trying to decrease food-wasting behavior with combined theory plan behavior, value belief norm, and norm activation model: A behavioral approach for sustainable development

Fashion and sustainability: Evidence from the consumption of second‐hand clothes

AbstractCompanies are becoming increasingly involved with sustainability as various stakeholders require them to orient their activities in line with sustainability and its principles. In some industries, such as the food industry and the fashion industry, these requests are particularly relevant because they are considered to be keenly related to environmental and social issues. In this study, by integrating Ajzen's theory of planned behavior with Schwartz's norm activation model, we seek to understand the main drivers behind a consumer's decision to engage in second‐hand clothes buying processes. Our results not only highlight the advantages of integrating various models to obtain a more rounded perspective on ethical consumer motivations but also enable the identification of relevant drivers of this specific behavior. Accordingly, the results might help managers in this industry be more effective in their sustainability activities, as those activities result in positive perceptions among consumers and, thus, might trigger second‐hand clothes purchases.

Analyzing outdoor event attendees’ pro-social attitudes and intentions to adopt social distancing practices

This study developed a theoretical framework to understand outdoor event attendees’ psychological mechanisms associated with the adoption of pro-social behavior. The theory of planned behavior, the norm activation model, personal values, perceived knowledge and threats were all merged to formulate the framework, using Chinese outdoor event attendees after the outbreak of COVID-19 as survey participants. The results showed that attitude toward social distancing behavior, subjective norms, awareness of consequences, ascribed responsibility, personal norms, self-transcendent value, knowledge of the pandemic, and perceived threat had effects on activating pro-social intentions for social distancing practices. This study also provided implications for the theoretical expansion of predicting pro-social behavior and for the practical management of social distancing practices at outdoor events in the COVID-19 era. The limitations of the current study and suggestions for future research are also presented.

Gaining in Giving: Unveiling Continuous Engagement Intentions with the Chinese Pro-Environmental Gamification Ant Forest

Gamification is increasingly recognized as a promising intervention to promote individual environmental contributions. However, the understanding of the motivations for users’ continuous engagement intentions with gamified environment protection remains insufficient. This study explores users’ continuous engagement intentions with Chinese pro-environmental gamification Ant Forest, using a research model that integrates the norm activation model, warm glow theory, and technology acceptance model. By analyzing quantitative survey data collected from 525 players of Ant Forest, the model is empirically examined through structural equation modelling. The research results show that Ant Forest users are motivated by a combination of altruistic, egoistic, and pragmatic factors. The identified positive impact factors include personal norms, ascription of responsibility, awareness of consequences, perceived warm glow, perceived ease of use, and perceived usefulness in improving users’ environmental contribution efficiency. Surprisingly, users find Ant Forest enjoyable as a game irrespective of its environmental benefits, but they are not primarily driven by the perceived pure fun from game playing. The findings of the study not only offer a comprehensive explanation for the antecedents of continuous engagement intentions with pro-environmental gamification but also provide theoretical and practical implications for gamification research and design in environment protection contexts.

From Health Risks to Environmental Actions: Research on the Pathway of Guiding Citizens to Participate in Pocket-Park Governance

The COVID-19 pandemic has heightened the demand for urban pocket parks near residential areas, posing new challenges for environmental governance. However, there is a lack of research on how to engage citizens in pocket-park governance to address both potential and unforeseen risks. This study combines social information processing theory with a norm activation model to develop a framework that identifies the shaping stages and influencing factors of citizens’ intentions to participate in pocket-park governance. Using partial least squares structural equation modeling, this research analyzed the relationships among external factors, attitudes, moral norms, and intentions to participate based on 719 responses from an online survey targeting Chinese citizens in November and December 2023. Results indicate that health risks and pocket-park environmental quality positively affect perceived usefulness. Attitudes and moral norms are indeed important factors mediating the positive effect of the external environment on the intention to participate. The pathway of guiding citizens to participate in pocket-park governance is clarified, which helps bolster the resilience of urban green spaces and improve the quality of life of residents after public crises.

The impact of ethical commitments on the intention to adopt digital agricultural technologies

Sustainable food security is a critical global concern and an urgent priority in developing countries such as Iran. Digital agricultural technologies (DAT) represent significant solutions in this regard, yet their adoptions and development in Iran face limitations. Theoretical studies have underscored the importance of ethical commitments in the adoption process. This study aims to investigate whether ethical commitments regarding food security can influence the intention to adopt digital technologies by farmers. The study employed the Norm Activation Model and integrated two additional components, namely perceived risk and social capital. We applied this framework to examine research works on farmers of Kermanshah Province in the west of Iran, using survey data (sample n = 384). Data analyses were done through structural equation modeling (SEM). Based on the results, the developed Norm Activation Model can be used to predict the adoption intention of DAT by farmers; with the model explaining 65% of total variance. Feeling guilt exhibited the highest direct effect, followed by feeling proud. Furthermore, ethical norms had a direct and indirect impact on intention through the mediating variables of feeling proud and Feeling guilt. The findings of this study contribute to facilitating innovation adoption strategies. It is recommended that, in order to facilitate and stabilize farmers' adoption of innovation, their sense of guilt should first be aroused. After stimulating the farmers' sense of pride toward the adoption; emphasis should be placed on ethical commitments. Ultimately, the introduction of technology and the facilitation of infrastructure should be pursued.