Norm Activation Theory Research Articles

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.

The role of value, belief and norm in shaping intentions to use residential rooftop solar for environment sustainability

The ongoing climate crisis presents a formidable global challenge, driving the urgent need for both technological advancements and a deeper understanding of the psychological factors that influence sustainable energy practices. Among the various technologies available, solar photovoltaic (PV) systems are pivotal in reducing greenhouse gas emissions. However, the adoption of residential rooftop solar systems, particularly from a psychological perspective, remains underexplored. Hence, this study aims to investigate the influence of personal values, beliefs, and norms on the intention to adopt residential rooftop solar systems. By integrating the Value-Belief-Norm (VBN) framework with Norm Activation Theory (NAT) and the norm internalization process, the research seeks to provide a more nuanced understanding of the environmental and sustainability context. This study employs a non-probability purposive sampling method, collecting 303 valid responses from individuals who do not currently use residential rooftop solar systems, live in landed houses, and are involved in primary household decision-making. Data were analyzed using SmartPLS software. The findings confirm all hypothesized relationships, except for the impact of egoistic values on both the new ecological paradigm and awareness of consequences, as well as the influence of descriptive norms on personal norms. This paper introduces a novel approach by adapting the VBN model to predict the intention to use residential rooftop solar systems through several key modifications: integrating ecological values and openness to change, establishing connections between different values and beliefs (such as altruistic, biospheric, egoistic, openness to change, and ecological values) and awareness of consequences, and incorporating the influence of response efficacy, injunctive social norms, and descriptive norms in positively shaping personal norms.

From teachers to students: a correlational analysis of the pro-environmental behavior in a private university in the Philippines

Purpose This study aims to address the following objectives: determine the pro-environmental behavior of students and professors engaged in the course Sustainable Tourism; determine the pro-environmental behavior component of the professor that has the highest influence on the pro-environmental behavior of students; and formulate a model describing the components of the pro-environmental behavior of the professor with significant influence on the pro-environmental behavior of students. It also evaluates the norm-activation-theory-aligned pro-environmental behavior of the course's instructor and the students taking the course after they participated in the course Sustainable Tourism. Design/methodology/approach A correlational analysis using the partial least squares structural equation modeling approach was conducted in the survey results to determine the specific components of the professor's pro-environmental behavior that influenced the students' pro-environmental behavior. Findings Situational responsibility, efficacy and denial of responsibility were proven more influential in shaping students' pro-environmental behavior. This implies that students learn and adopt a pro-environmental orientation through role modeling and practical application, not by knowledge acquisition. Originality/value This could improve the body of knowledge on pro-environmental behavior by analyzing the reciprocal relationships between the person who delivers the course that instills pro-environmental behavior and students who learn from their professors using the norm activation theory.

The awe-habitual model: exploring tourists’ pro-environmental behaviors in religious settings

This study proposes a novel comprehensive model integrating contextual, habitual, and psychological processes to address the multi-determination feature of tourists’ pro-environmental behavior (TPEB) intention. The model includes religious ambience as a contextual process, domestic pro-environmental behavior (DPEB) as a habitual process, and awe, along with Norm Activation Theory, as a psychological process. A questionnaire survey was administered at Guandi Temple, a popular religious site in Haizhou, China, collecting 363 valid datasets to test the model using the Structured Equation Modelling method. The results indicate that TPEB intention is directly associated with DPEB and religious ambience. This connection also reveals that when visitors immerse themselves in a strong religious ambience, the stimulated awe will induce a higher level of TPEB intention, with the Norm Activation Theory mediating this relationship. Furthermore, this theory also explains the indirect spillover effect from DPEB to TPEB intention. Conclusively, this study proposes the validated comprehensive Awe-Habitual Model for TPEB intention, particularly applicable in religious destinations, integrating psychological, contextual, and habitual processes. It also verifies the self-transcendence of awe and extends the application of Norm Activation Theory to measure pro-environmental behavior spillovers. Practical suggestions on encouraging TPEB and promoting sustainable tourism are offered.

An inclusive extension of the Theory of Planned Behavior for explaining household food leftover reduction intention among Gen Z

PurposeThis study aims to extend the Theory of Planned Behavior (TPB) with the Norm Activation Theory (NAT) and apply these two theories to explain Gen Z’s intention to reduce household food leftovers.Design/methodology/approachPrimary data were collected online from 386 respondents, selected through a convenience sampling technique from June to August 2023. Established indicators measured each construct adequately, and hypotheses were examined by using a structural equation model with robust maximum likelihood estimation.FindingsAttitude toward behavior, perceived behavioral control and personal norms built by awareness of consequences and ascription of responsibility were proven to be able to form the intention to reduce household food leftovers. Extending the TPB with the NAT revealed that intention was built based on attitudinal belief, control belief and a feeling of moral obligation that activates personal norms.Research limitations/implicationsRespondent validity needs to be strengthened; injunctive and descriptive norms are still integrated, and the translation of intention into action is yet to be examinedPractical implicationsSocial marketers boosted behavior change campaigns among Zoomers by emphasizing moral responsibility, promoting awareness and favorable behavioral beliefs through tailored messages and highlighting the ease of reducing household food leftovers.Originality/valueThis study bridged existing research gaps by extending the TPB with the NAT in the context of household routine consumption practices. It offered valuable insights for promoting responsible consumption and reducing household food leftovers among the youth.

Impact of information publicity on Korean residents’ E-waste recycling intentions: Applying the norm activation model and theory of planned behavior

The escalating annual growth rate of electronic waste, commonly referred to as “e-waste,” is currently between 3 % and 5 %, indicating a rapidly increasing solid waste stream. In 2019, South Korea generated 15.8 kg of e-waste per capita. The expansion of South Korea's economy, driven by technological advancement, is a key contributor to this surge in e-waste production. This study examined the impact of information publicity on South Korean residents' e-waste recycling intentions analytically with a quantitative approach. It expanded the norm activation model and theory of planned behavior by incorporating external information elements, including information publicity, in an analysis of 500 responses from the mainland and Jeju Island regarding residents' e-waste recycling intentions and behaviors. The model was validated with partial least squares structural equation modeling via the WarpPLS approach, which is well suited to a model using moderating variables, and the analysis was conducted with WarpPLS 7.0 software. While information publicity did not directly influence residents' intentions to recycle e-waste, it indirectly affected them through two mediating variables: recycling attitudes and moral norms. Additionally, information publicity directly impacted perceived behavioral control. However, perceived behavioral control was not a mediating factor between information publicity and recycling intention. Hence, although people were aware of recycling infrastructure convenience, this awareness did not change their intentions. Current e-waste recycling information and publicity campaigns may be insufficient; the government should improve its publicity events and increase their frequency to encourage effective recycling behavior.

Understanding consumers’ digital piracy behaviour: Explanation and prediction

This research aims to examine the explanatory and predictive power of seven theoretical models based on neutralisation theory, perceived risk theory, the theory of interpersonal behaviour, the theory of reasoned action, the theory of planned behaviour, the theory of self-regulation, and the norm activation theory. A total of 247 usable data were collected through a survey and analysed using partial least squares structural equation modelling. The in-sample and out-of-sample predictive power of each model was assessed. The results indicate that there are different factors influencing consumers’ intentions to pirate digital products. Among the seven theories, the theory of interpersonal behaviour ranks first, and perceived risk theory last in terms of explanatory and predictive power. This study is the very first to examine the explanatory and predictive power of seven different theoretical models using advanced PLS-SEM techniques.

Investigating college students' green food consumption intentions in China: integrating the Theory of Planned Behavior and Norm Activation Theory

IntroductionThe global trend toward consuming green food is on the rise. College students, as the future consumer base, have sparked significant interest in their inclination toward consuming environmentally-friendly foods. This paper integrates the Theory of Planned Behavior with the Norm Activation Theory to investigate the factors influencing college students' propensity to choose green foods, establishing a comprehensive model.MethodsThis study utilized online and paper questionnaires for data collection, distributing them among college students and receiving 350 valid responses. In the data analysis phase, SPSS was employed for statistical data analysis, including descriptive statistics and regression analysis, while AMOS was used for structural equation modeling.Results and discussionThe data analysis results indicate that subjective norms, behavioral attitudes, and individual norms have a significant positive influence on college students' inclination to purchase green food. Purchase intention is indirectly influenced by personal norms and behavioral attitudes through perceptions of consequences. Responsibility attribution indirectly impacts purchase intention of green food through personal norms. Personal norms are indirectly influenced by responsibility attribution through perceptions of consequences.

Using Personal Norms to Understand Deer Hunters’ Chronic Wasting Disease (CWD) Prevention Behaviors: The “Right” Thing to Do

To protect wild deer populations (and their beneficiaries) from the negative consequences of chronic wasting disease (CWD), it is crucial to engage deer hunters in disease prevention. Early qualitative findings suggest CWD-relevant behaviors evoke moral or ethical considerations in deer hunters which may help to explain behaviors. The present study applies norm-activation theory (NAT) to explore the relationship between personal norms and CWD-preventative behavioral intentions. We surveyed 2,000 New York, USA residents licensed to hunt in the bordering CWD-positive state of Pennsylvania, USA, and find most hunters have activated personal norms to help prevent a CWD (re)introduction to New York. We find as perceived effectiveness of the behaviors (in helping to prevent CWD) increases, the odds of activated personal norms increase, as do intentions to perform the behaviors. Our findings offer insights into deer hunter involvement in CWD prevention and the potential influence of internal motivation on the respective behaviors.

Influence of Agricultural Practices on Food Safety in Nigeria

Purpose: The aim of the study was to analyze the influence of agricultural practices on food safety in Nigeria Methodology: This study adopted a desk methodology. A desk study research design is commonly known as secondary data collection. This is basically collecting data from existing resources preferably because of its low cost advantage as compared to a field research. Our current study looked into already published studies and reports as the data was easily accessed through online journals and libraries. Findings: The influence of agricultural practices on food safety in Nigeria is significant, with traditional and modern methods impacting the safety and quality of food. The use of pesticides and fertilizers, often unregulated, can lead to residue accumulation in crops, posing health risks. Additionally, the prevalence of subsistence farming without proper sanitation measures can contribute to the contamination of food products. There is also concern about the spread of zoonotic diseases through livestock farming, exacerbated by inadequate veterinary services and poor handling practices. Unique Contribution to Theory, Practice and Policy: Social identity theory, stakeholder theory & norm activation theory may be used to anchor future studies on analyze the influence of agricultural practices on food safety in Nigeria. Promote the adoption of good agricultural practices (GAPs) and integrated pest management (IPM) strategies among farmers to minimize food safety risks at the production level. Advocate for the development and enforcement of robust food safety regulations and standards that encompass the entire agricultural supply chain.

The impact of environmental accidents on the green apparel purchase behavior of Generation Z.

This study examines the impact of environmental accidents on Generation Z's purchase behavior towards green apparel, integrating the Theory of Planned Behavior and the Norm Activation Theory to conceptualize how different dimensions of environmental accidents influence consumer behavior. Employing focus groups and questionnaires, this research captures data on Generation Z's perceptions and behaviors towards green apparel in the context of environmental accidents. The collected data were analyzed using SPSS software, with structural equation modeling employed to test the research hypotheses. The findings indicate that the scale (H12 = 0.545), the degree of suddenness (H18 = 0.357), nature of the effect (H14 = 0.295), and duration (H17 = 0.289) of environmental accidents significantly influence Generation Z's awareness of consequences, behavioral attitudes, subjective norms, and perceived behavioral control regarding the purchase of green clothing. Notably, the scale of environmental accidents has a significant impact on perceived behavioral control, which in turn significantly affects Generation Z's intention to purchase green apparel (H3 = 0.5). This study elucidates the impact of environmental accidents on Generation Z's green apparel purchase intentions. The findings highlight Generation Z's environmental awareness and social responsibility, influencing their purchasing decisions. This research offers practical insights for brands to enhance green marketing strategies, focusing on product quality, transparency, and consumer education to align with Generation Z's values and expectations. Future research should explore additional factors affecting purchase behavior and strategies to bridge the intention-behavior gap.

Corporate Social Responsibility and Consumer Behavior in Denmark

Purpose: The aim of the study was to analyze the corporate social responsibility and consumer behavior in Denmark Methodology: This study adopted a desk methodology. A desk study research design is commonly known as secondary data collection. This is basically collecting data from existing resources preferably because of its low cost advantage as compared to a field research. Our current study looked into already published studies and reports as the data was easily accessed through online journals and libraries. Findings: The Danish study on CSR and consumer behavior shows that Danish consumers prefer socially responsible companies, willing to pay more for products/services from such firms. However, awareness and importance of CSR vary among demographic groups, highlighting the need for tailored strategies. Overall, prioritizing CSR can help companies differentiate themselves and attract loyal customers in Denmark's competitive market. Unique Contribution to Theory, Practice and Policy: Social identity theory, stakeholder theory & norm activation theory may be used to anchor future studies on analyze the corporate social responsibility and consumer behavior: a comparative study between Denmark. Companies operating in Denmark should prioritize the integration of authentic and transparent CSR initiatives into their business strategies. Government agencies in Denmark can play a crucial role in promoting CSR adoption and accountability among businesses.

Consumers’ attention, experience, and action to organic consumption: The moderating role of anticipated pride and moral obligation

Scholars have devoted much attention to explaining consumers’ green consumption behavior as its importance continues to grow. In this study, we propose a new theoretical framework that integrates the norm activation theory (NAT), theory of reasoned action (TRA), and theory of consumption behavior (TCV) to explain consumers’ organic food consumption. First, we integrate the green consumption value (GCV) with five consumption values (functional, social, emotional, conditional, and epistemic) from the classic TCV model to explain the relationship between NAT and TRA. Second, we introduce two variables related to consumers’ source of interest: anticipated pride (individual) and moral obligation (social), which moderate the relationship between GCV and TRA. A total of 212 survey responses were collected from Chinese consumers and analyzed using the partial least squares structural equation method (PLS-SEM). Our results demonstrate that NAT as an internal exposure, interpreted as an individual’s attentional factor, influences the five dimensions of GCV as an external exposure (i.e., an individual’s experiential factor), which in turn affects TRA. We also show that anticipated pride strengthens the impact of GCV on subjective norms and attitudes in the TRA, while moral obligation affects the impact of GCV on behavioral intentions only. This study contributes to the literature by proposing a more holistic model that accounts for individuals’ internal and external exposure during organic food consumption by integrating NAT, TCV, and TRA, and suggests both individual and social interests as moderators.

Is Nonprofit Entrepreneurship Unique?

AbstractWhile private entrepreneurial activity has been at the core of entrepreneurship, nonprofit ventures still need to be explored in the literature. Using norm-activation theory (NAT) and resource-based view (RBV) lenses, we explore the antecedents of undertaking nonprofit entrepreneurial activity. By examining 8544 entrepreneurs’ decisions about the type of entrepreneurship to engage in, we find that not all human capital has a similar influence on people’s decisions regarding the types of formation of their venture. The results suggest that entrepreneurs' job-related experiences and social orientation are significantly linked to nonprofit entrepreneurship. The results of our study contribute to the human capital theory by demonstrating that people’s value influences how they use their knowledge resources.

Harnessing behavioral psychology to encourage individuals' adoption of pollinator conservation behaviors

The economic and ecological importance of pollinators and the increasingly evident decline of their populations have drawn concern from scientists, governments, and individuals alike. While research has focused on the ecological causes and solutions to pollinator declines, it is less understood how to motivate actual behavior changes to help conserve pollinators. Behavioral psychologists have developed many theories to explain how human behavioral drivers affect the adoption of pro-environmental behaviors such as recycling and other sustainability actions. A comprehensive model incorporating norm activation theory, the new ecological paradigm, values-belief-norm theory, and the theory of planned behavior suggests various psychological determinants that drive changes in pro-environmental behaviors. A survey was constructed using Qualtrics software to measure and analyze >1,500 individuals' responses to questions designed to test the relationships between different types of pollinator conservation behaviors and the sociopsychological determinants of an individual's intention to perform said behaviors. Previous behaviors, issue awareness, and positive attitudes toward pollinators consistently predict increased intention to perform pollinator conservation behaviors, which supports related research on pro-environmental behaviors. Other determinants, such as ascription of responsibility and perceived behavioral control, had positive effects on the intention to perform some of the tested pollinator conservation behaviors. Understanding these relationships could help improve efforts to educate and increase the adoption of these pollinator conservation behaviors. Finally, many determinants had mixed and fewer significant relationships with the intention to perform conservation behaviors, which suggests the need for revisions to the specific wording of the survey tools and additional testing of these psychological determinants.

Identifying the motivating factors to promote socially responsible consumption under circular economy: A perspective from norm activation theory

Businesses have started to green-transform linear production operations by adopting innovative, responsive, and disruptive approaches under the circular economy. This transition requires appreciation and high acceptance by consumers to promote circular products for steady sustainable production and societies. The current study proposes dynamic socio-psychological, motivational, and contextual factors grounded in norm activation theory to investigate the consumers’ cognitive positioning to buy circular products. The empirical results are based on 994 consumer responses from China. The study supports the path suggested by norm activation theory, where alternative routes along with additional contextual factors significantly explain circular product buying. Environmental CSR initiatives, perceived consequences, and consumer green innovativeness significantly influence personal norms and green self-identity. Personal norms explain circular product buying more than green self-identity from the proposed paths. Green values strengthen the relationship between personalnormsm, green self-identity, and circular product buying. The study provides emphasizes to incorporate identity based activators along with ethical activators. Practical insights are provided for businesses promoting responsible consumption under the circular economy.

Placing Green IT awareness and practices among universities’ librarians: A NAT perspective

This study aimed to measure the level of green computing (GC) awareness and adoption among university librarians. Norm-Activation Theory (NAT) was employed to define the relationship between librarians' intention and pro-environmental GC adoption within library settings. A quantitative research design was employed with a questionnaire. Convenience sampling was utilized, resulting in a total of 132 usable responses that were analyzed by SEM. The findings provide important preliminary insights into understanding the most significant factors that determined librarians' intentions towards GC acceptance. The model of GC adoption explained factors that encourage individual librarians to adopt GC practices for environmental sustainability.The PLS-SEM results revealed that the association between awareness of consequences and personal norms was the strongest, with personal norms being the most influential determinant of GC adoption. Notably, library environmental concerns had no significant effect on GC. Moreover, a salient role for personal norms in predicting GC emerged. The study's results support the proposed theoretical framework, including the associations among the study variables.Importantly, both public and private sector librarians indicate the absence of a written policy regarding computing equipment in their libraries. Library associations should strengthen the saliency of librarians' personal norms and raise awareness of IT environmental problems and libraries roles. Generally, respondents acknowledged their awareness of e-waste. The results demonstrated that the majority of respondents believed that practicing GC could lead to cost savings for their respective institutions. However, the majority do not consider that GC practices could help reduce local ecological damage; cost savings are their main concern. Policymakers can implement new technologies to reduce environmental problems by improving computing performance.

관광 보이콧 행동의도 이해 : 규범 활성화 모델(NAM)과 계획 행동이론(TPB)의 통합적 연구

관광 보이콧 행동의도 이해 : 규범 활성화 모델(NAM)과 계획 행동이론(TPB)의 통합적 연구

Exploring tourists’ ecocentric and anthropocentric attitudes towards green hotels: theory of planned behaviour and norm activation theory perspective

ABSTRACT This study examined the role of personal norms, ascribed responsibility, eco-friendly reputation, and perceived moral obligation in tourists’ ecocentric and anthropocentric attitudes and behavioural intentions. This study also investigated whether tourists’ ecocentric and anthropocentric attitudes play mediating roles. The researchers distributed 800 questionnaires to international tourists in Malaysia; of those, 393 usable responses were included for further analysis. We applied partial least squares-structural equation modelling to test the theory and path analysis. The findings reveal that personal norms, ascribed responsibility, and eco-friendly reputations have significant relationships with ecocentric attitudes. Additionally, ascribed responsibility has a positive relationship with anthropocentric attitudes. The results also indicate the mediating role of ecocentric attitudes in the relationships of personal norms, ascribed responsibility, and eco-friendly reputation with intention. The findings reaffirm the norm activation theory and the theory of planned behaviour.

Understanding Fijian residents' opposition to tourism post-pandemic

Grounded in the norm activation theory and the theory of planned behaviour, this study investigated antecedents of residents' active and passive opposition to tourism. Data were collected from 569 Fijian residents and analysed using covariance-based structural equation modelling. Results revealed that awareness of the problem was positively associated with ascribed responsibility for COVID-19 and residents' attitudes towards tourism opposition. Residents' responsibility for COVID-19 was positively associated with personal norms regarding tourism opposition. Personal norms, attitudes concerning tourism opposition and perceived behavioural control to oppose tourism were positively associated with residents' active and passive intention to oppose tourism. However, the association of these three factors were stronger for passive intention. Subjective norms regarding tourism opposition were positively associated with residents' passive intention to oppose tourism. Overall, these findings provide practitioners and policymakers with a more robust perspective to best plan for sustainable tourism in the throes of reviving the industry.