Norm Activation Research Articles

Does consideration for future consequences matter in consumer decision to rent electric vehicles?

Electric vehicles are proposed to be desirable alternative to address the challenge of air pollution caused by the traditional automobile vehicles. In this research, the authors proposed and examined a conceptual model by utilizing the theoretical bases of Construal Level Theory, Norm Activation Model, and Theory of Planned Behavior to understand the renting intentions of consumers towards electric vehicles. Specifically, we examined the role of consideration for future consequences, environmental protection attitude, personal norms, environmental subjective norms and perceived functional quality on renting intentions of consumers. We examine the model with the survey data obtained from 395 respondents. From the analysis it was discovered that consideration for future consequences was positively linked to environmental protection attitude, perceived functional quality, personal norms and environmental subjective norms. Environmental subjective norms and personal norms were found as significant predictors of renting intentions. Whereas, the effects of environmental protection attitude and perceived functional quality on renting intentions were insignificant. The relationship between renting intentions on willingness to pay premium price was positive and significant. The moderating role of greenwashing intentions was not found to be significant. Lastly, we explicate the academic and managerial implications related to renting of electric vehicles.

Consumer protective behaviors at wellbeing tourism destinations: the function of norm activation model and reasoned action theory

ABSTRACT This research discusses the COVID-19 protective behaviour of Chinese nationals by examining the formation of protective behaviors of Chinese outbound travelers in Thailand as a wellbeing tourism destination. The study successfully explores intention generation for protective behaviors at wellbeing tourism destinations, while investigating perceived risk as a control variable. The developed conceptual model was supported by the norm activation model and reasoned action theory, and protection motivation variables. Performing confirmatory analysis, structural analysis, and fuzzy-set qualitative comparative analysis, this research successfully demonstrated how travellers’ protective behaviours are formed and are influenced by the perceived risk of wellbeing tourism.

The race of ecological vehicles: consumer behavior and generation impact in the Portuguese market

The impacts of climate change are becoming increasingly severe and noticeable. Consumers are becoming more cognizant of the environmental challenges that affect the planet. A major contributor to carbon emissions and the resulting warming climate and pollution is transportation. As a result, the selection of environmentally friendly options in this industry is becoming a pressing matter. This study aims to examine the reasons that motivate consumers to choose eco-friendly vehicles. The study specifically aims to understand what factors drive consumers to purchase such vehicles. A questionnaire was administered to the Portuguese population to determine which factors influence the decision to purchase eco-friendly vehicles, and what type of vehicles are preferred. The study includes all types of eco-friendly vehicles, including early-stage solutions such as fuel cell vehicles. Furthermore, the study examines whether there is any difference in purchasing habits between generations. The study is based on several theories, including the Technology Acceptance Model (TAM), Diffusion of Innovation (DOI), Norm Activation Model (NAM), and Theory of Planned Behavior (TPB). Our research concludes that attitude (influenced by the advantages, compatibility, and non-complexity) and personal norms (influenced by the efficiency) are the two factors that affect positively and significantly the intention of purchase. The preferred eco-friendly vehicle among participants was found to be the hybrid electric vehicle, and the hydrogen fuel cell electric vehicle was also considered. The study did not find a significant impact of generation on purchasing decisions, but different generations were found to value different factors when making a vehicle purchase.

Shopping bags: own or plastic? Theoretical explanation of pro-environment consumer behavior in Vietnam

Shopping bags have posed significant environmental burdens. The integrated model of theory of planned behavior (TPB) and norm activation model (NAM) was proposed to predict individuals' choice of shopping bags. Data from a cross-sectional study with a total of 536 respondents in Vietnam was used to test the proposed models and hypotheses. Results from linear regressions indicated that socioeconomic factors possibly were confounding factors for the main associations. Results from structural equation modeling showed that revised TPB, revised NAM and integrated model of TPB and NAM were good fit. Controlling for socioeconomic factors, mediation analyses showed that personal norms mediated the relationship between. The results of this research contribute to theory development in the area of pro-environmental purchase behavior.

Antecedents of Workplace Energy Saving Behaviour: An Integration of the Theory of Planned Behaviour and Norm Activation Model

Hotels are energy intensive facilities and have contributed to environmental problems such as high consumption of natural resources, high emissions of carbon dioxide and waste pollution. Therefore, it is important to understand the factors that can reduce energy (electricity) consumptions in hotels. The study examined the antecedents of employee energy saving behaviour in hotels by integrating the Theory of Planned Behaviour (TPB) and the Norm Activation model (NAM). Data was collected from the respondents through the cross-sectional survey method. The Partial Least Square Structural Equation modelling (PLS SEM) was used to analyse data and test the hypotheses. The results indicated that two TPB constructs (attitude and perceived behavioural control) are significantly positively related to energy saving intention. In addition, three NAM constructs (awareness of consequences, ascription of responsibility and personal norm) are significantly positively related to energy saving intention. Energy saving behaviour is influenced by intention. Recommendations focus on awareness about the negative effects of energy consumption on the environment through education and training.

Choosing green P2P accommodations: For the earth or for me?

Following the sustainable consumption trend, sustainable tourism has emerged to support the environment by reallocating under-utilized resources and revitalizing the local community with the support of green P2P accommodation. This research aims to investigate what sustainability-related values (altruistic vs. egoistic) prompt consumers’ green P2P accommodation consumption and to pinpoint the psychological mechanism that drives such a green choice with the norm activation theory. A series of two studies were conducted to explore the answers to the research questions. The findings showed that consumers’ altruistic value resulted in significantly enhanced booking intention, whereas consumers’ egoistic value led to a much higher level of willingness-to-pay-more. Furthermore, the two PROCESS test results revealed the significant indirect effect of green advertisement (altruistic vs. egoistic) on both consumers’ booking intention and willingness-to-pay-more through the three serial mediating variables: awareness of consequence → ascription of responsibility → personal norm.

Snorkellers’ environmentally conscious behaviour after visiting the Great Barrier Reef

ABSTRACT The majority of tourists who visit Australia’s Great Barrier Reef (GBR) engage in snorkelling. Yet little is known about how snorkellers perceive this experience. The aim of this study was to investigate snorkeller behaviour by exploring their environmental opinions and to provide insights on the association between climate concerns and environmentally conscious behaviours of snorkellers. A self-administered questionnaire (n = 273) was distributed onboard reef tourism vessels visiting the study area. Approximately one-third of respondents believe that climate change and global warming are major threats to the GBR. Regression results indicate the environmentally conscious behaviour model (ECBM), a modified version of the norm activation model, is effective in understanding how a snorkeller’s level of climate concern (LCC) both directly and indirectly activates and influences a snorkeller’s environmentally conscious behaviour (ECB). LCC has a positive direct effect on ECB, and a positive indirect effect via environmental identity (EI), and personal environmental norms (PEN).

Like grandmother, like mother, like daughter? Intergenerational influence on consumer intention to reduce food waste

Little is known about the psychological antecedents of personal norms towards food waste reduction albeit such knowledge is key for the design of mitigation interventions at the consumer level. Personal norms to reduce food waste can be formed at an early age and transferred in a family from generation to generation. Filial piety, or the cultural trait of respect for the elderly, can reinforce personal norms and facilitate their intergenerational transfer. This study extends the norm activation model (NAM) to explore the effect of filial piety on consumer intention to reduce food waste. To this end, the study captures the effect of three family generations i.e., grandmothers, mothers, and daughters, on different NAM constructs. The results of a survey in Turkey (n = 311), a country with traditions of respect for (grand)parents, demonstrate a strong effect of filial piety and intergenerational influence on all NAM constructs except for ascription of responsibility. The intergenerational variations in this influence showcase the growing role of secularisation, urbanisation, and media in shaping personal norms of the modern consumer. The implications for theory, practice, and methodology of research on food waste behaviour are discussed.

Hotels’ green leadership and employee pro-environmental behaviour, the role of value congruence and moral consciousness: evidence from symmetrical and asymmetrical approaches

The study uses person-organisation fit and norm activation theory to develop conceptual models to clarify the green leadership (GL) non-homogenous effect on employee pro-environmental behavior (PEB) in the hospitality industry. Two psychosocial antecedents, value congruence (VC) and moral consciousness (MC) were the mediators in elucidating the unexplained variations between GL and employees’ PEB outcomes. The models were tested using partial least square-structural equation modeling to explain the unidimensional effect and fuzzy-set qualitative comparative analysis (fsQCA) to clarify the diverse causal configurations sufficient to predict hotel workers’ PEB. The study collected data from managers and employees in the Ghanaian hotel industry. The study findings strengthen the interactive role MC plays in employee behavioral outcomes and confirm its importance in stimulating PEB among employees in the hospitality sector. Results from the fsQCA affirm that solely using unifinality approaches for GL and PEB studies may be inadequate to provide a complete understanding of a proposed model. With the unifinality analysis, MC constituted the only variable mediating the GL and PEB relationship. Under the fsQCA, VC and MC became sufficient conditions underpinning GL’s impact on employees’ PEB. The study concludes with a discussion of theoretical and practical implications.

Who behaves more pro-environmental in the national parks: A comparison of the tourist and the hiker.

The intention of pro-environmental behavior (PEB) directly affects the sustainable development of protected areas, especially national parks, but few studies have done comparative research on tourist and hiker behaviors. This study explores the intention of tourists' and hikers' pro-environmental behavior based on theory of planned behavior (TPB) and norm activation theory (NAM). Researchers surveyed 454 tourists and 466 hikers in Wuyishan National Park a structural equation modeling data analysis method. The results demonstrate that the TPB and the NAM were accurate in describing for tourists' and hikers' pro-environmental behavior in national park. However, for specific influencing factors, hikers' attitude, awareness of consequences, and assumption of responsibility were significantly different from those of the tourists. This study sheds light on how to better comprehend and advocate for PEB in national parks and proposes different management approaches to improve the PEB of tourists and hikers.

The trinomial health, safety and happiness promote rural tourism

BackgroundHealth and safety protocols have become a requirement to promote rural tourism (PRT). From this perspective, this paper empirically analyses how the health and safety dimensions influence the happiness of hotel managers and rural tourists in the post-Covid 19 era.MethodsA theory-based structural equation model will be carried out of activation of norms, that measure variables: sanitary, socioeconomic, and safety. Precisely, we will measure how those three attributes affect the managers-guests’ health in rural areas and their search for happiness at the rural destination. Based on the above, a field of study has been 215 rural tourist accommodations in the Extremadura region (Spain) and a sample population of 443 guests. Data were organised through the SEM-PLS path modelling.ResultsThe results achieved statistically show the need to undertake a new model of healthier and safer tourism consumption that values the tourist resources of rural areas, especially nearby and sustainable destinations, based on the guiding principles of safety, health, and happiness.ConclusionsThe first conclusion is that promoting tourist destinations under safe and healthy conditions has become a priority objective in the tourism industry. The second conclusion that follows from the first is that the variables safety and health and the pursuit of happiness are essential factors in promoting tourist destinations for rural hotel managers and rural tourists. The third conclusion related to the first two is that the opportunity that this study provides to develop strategies of an innovative, sustainable, and creative nature based on the relationships of the new trinomial of health, safety and happiness, from the perspective of happiness management.

Consumers’ willingness to pay an environmental fee for e-waste recycling in Vietnam: integrating the theory of planned behaviour and the norm activation model

Consumers’ willingness to pay an environmental fee for e-waste recycling in Vietnam: integrating the theory of planned behaviour and the norm activation model

Socially responsible consumers and stockpiling during crises: the intersection of personal norms and fear

PurposeUrging people to avoid stockpiling was a common declaration made by governments during the COVID-19 pandemic outbreak, yet empty supermarket shelves and supply shortages of basic products were observed worldwide. This study aims to (a) identify the factors that activate consumer personal norms towards socially responsible behaviours, specifically resisting stockpiling, and (b) examine how fear moderates the link between personal norms and consumer engagement in stockpiling during public crises.Design/methodology/approachThe study recruited a sample of US consumers who were responsible for household grocery shopping during the COVID-19 pandemic. A total of 593 individuals participated in the study, and the collected data were analysed using structural equation modelling.FindingsThe results show that awareness of the negative consequences of stockpiling and a sense of personal responsibility for those consequences activate personal norms towards responsible shopping during public crises. However, perceived fear has the opposite effect, encouraging stockpiling. In addition, fear weakens the negative relationship between personal norms and stockpiling.Originality/valueThis study extends the norm activation model and indicates that personal norms may not always promote responsible behaviours when fear is high. It is unique in that it sheds light on non-mainstream responsible consumption behaviours (e.g. resisting stockpiling), and the interaction between consumption and social responsibility.

Norm activation and self-interested process in ethical behaviours for animal tourism: exploring the function of animal co-creation and Asian cultural values

ABSTRACT Animal-based tourism has raised ethical issues, but few studies have been conducted in order to investigate the tourists’ ethical behaviour. The current study developed a theoretical framework that explains Korean tourists’ ethical behavioural intention by considering the norm activation model and the self-interested process. The study specifically linked two major normal factors, which include personal and social norms and one self-interested factor, which is the tourists’ ethical attitude, as a theoretical basis. Furthermore, Asian cultural values, which include views of human-nature and human-human relationships, and animal co-creation, which is an animal tourism activity characteristic, were inserted into an integrative model. The results indicated that the hypotheses were generally supported, which theoretically sheds light on the role of animal co-creation and Asian cultural values in regards to predicting ethical behaviour. The outcomes of this study could practically be developed in order to make effective strategies in regards to fostering the tourists’ ethical behaviours.

Towards a unified model of consumers’ intentions to use drone food delivery services

The aim of this study is to examine the factors influencing consumers’ intentions to use drone food delivery services drawing on four theories, namely the theory of planned behaviour, norm activation theory, technology acceptance model, and perceived risk theory. 305 survey data are collected in Malaysia and analysed using partial least squares structural equation modelling. The findings show that attitudes, perceived behavioural control, and personal norms are significant predictors of intentions. Furthermore, ascribed responsibility and awareness of consequences significantly predict personal norms. Additionally, perceived ease of use, perceived usefulness, and psychological risk are also predictors of attitudes.

Consumers' intention to use delivery robots in Iran: An integration of NAM, DOI, and TAM

This study seeks to identify factors influencing the adoption of sidewalk autonomous delivery robots (SADRs) as a green delivery method by shoppers. Accordingly, this study proposes a comprehensive model based on a combination of the norm activation model (NAM), diffusion of innovation (DOI) theory, and technology acceptance model (TAM). The data were collected from 463 Iranian buyers through an online questionnaire. The partial least square (PLS) results revealed that relative advantage, compatibility, and observability positively affected the attitude toward using delivery robots, while complexity negatively impacted this attitude. The observations indicated that problem awareness, ascribed responsibility, and environmental concern positively influenced personal norm. Finally, it was found that personal norm and attitudes toward using delivery robots positively affected the intention to use them. The results of the present work not only provide theoretical contributions to the literature but also can be practically helpful to policymakers.

Sustainable Apparel Consumption: Personal Norms, CSR Expectations, and Hedonic vs. Utilitarian Shopping Value

The sustainable consumption trend is gaining popularity among Gen Z. Guided by the environmental awareness construct, Norm Activation Model, corporate social responsibility paradigm, and shopping value perspective, this study aims to assess how environmental awareness is connected to consumer evaluations of their personal consumption behavior and corporate social responsibility to help explain their sustainable apparel purchase intention, in conjunction with consumer shopping motivation. An online survey was conducted with a group of Gen Z consumers (N = 192). The results from testing the conceptual model indicated that environmental awareness was positively linked to personal norms and CSR expectations, both of which were similarly related to green purchase intentions. While hedonic and utilitarian shopping value was positively associated with CSR expectations, they were both negative predictors of green purchase intentions. This study is the first to integrate environmental ethics, personal ethics, expectations of corporate ethics, and hedonic vs. utilitarian consumption value to better understand the attitude–behavior gap in sustainable apparel purchase decision-making.

The Role of Social Norms and Personal Costs on Pro-Environmental Behavior: The Mediating Role of Personal Norms.

Pro-environmental behavior necessitates individuals to make personal sacrifices, such as spending more money on environmentally-friendly products to benefit the environment. Realistically, individuals may not be willing to engage in pro-environmental behavior based self-interest. The increase in personal pro-environmental behavior has become an urgent issue in the field of environmental psychology. The present study adopted green consumption paradigm to explore the internal mechanisms of pro-environmental behavior at different personal costs, the role of social and personal norms on pro-environmental behavior, which can promote individual pro-environmental behavior. In our experiment, participants first were instructed to read texts unrelated and related to social norms in sequence. Participants subsequently completed the product choice task, which involved making choices between buying green (eco-friendly) products or cheaper (self-interested) common products, a method to measure pro-environment behavior. Finally, the participants completed the personal norms scale and social norms check. The findings of present study indicated that pro-environmental behavior decreased as personal costs increased. However, social norms effectively promoted individuals' pro-environmental behavior, and personal norms played a mediating role at high personal costs. Our findings indicate that individuals tend to choose cheaper common products that are harmful to the natural environment in self-interest. However, we discuss the implications for the use of social norms as a social marketing technique, which extends the Norm Activation Model.

Decoding the Dilemma of Consumer Food Over-Ordering in Restaurants: An Augmented Theory of Planned Behavior Model Investigation

This study aims to investigate the phenomenon of over-ordering behavior in social dining as a significant contributor to food waste, utilizing an integrated conceptual model that combines the theory of planned behavior (TPB) and the norm activation model (NAM) with the moderating role of Mianzi. A total of 583 responses collected through an online survey are analyzed using partial least squares–structural equation modeling (PLS-SEM). The findings reveal that awareness of consequences and ascription of responsibility positively influence personal norm, while personal norm negatively affects consumers’ attitude towards over-ordering. Furthermore, attitude, subjective norm, and perceived behavioral control (PBC) are positively and significantly associated with over-ordering behavior. Notably, Mianzi moderates the relationship between personal norms and attitude. These findings contribute to a deeper understanding of the factors influencing consumers’ over-ordering behavior and provide valuable insights for addressing food waste in social dining contexts. The study’s limitations are discussed, and future research directions are suggested to advance the field of food waste reduction.

Impact of materialism on tourists’ green purchase behavior: Extended norm activation model perspective

In the context of tourists’ eco-friendly consumption behavior, this study examines the effects of materialism and the cardinal variables in the norm activation model (NAM; i.e. awareness of consequences, ascription of responsibility, and moral norms) on tourists’ green purchase behavior. Using an online structured questionnaire, useable data was collected from 405 tourists, and structural equation modeling in SmartPLS 3.0 was performed to examine the relationships. The results showed that materialism negatively affected awareness of consequences and moral norms but did not affect the ascription of responsibility. Interestingly, awareness of the consequences of environmental degradation did not significantly affect tourists’ green purchase behavior. Further, moral norms mediated the effects of materialism on tourists’ green purchase behavior. Thus, this study integrates materialism with the NAM and makes a novel contribution to adjoining literature on materialism and tourists’ green consumption literature. The role of materialism as an external locus-of-control to NAM and to predict tourists’ green consumption, along with subsequent managerial implications, are discussed further.