Pro-environmental Personal Norms Research Articles

Do users' pro-environmental personal norms hold significance in electronic payment adoption context?

Do users' pro-environmental personal norms hold significance in electronic payment adoption context?

Tourists’ pro-environmental behaviour in an autonomous vehicle’s adoption: aligning the integration of value-belief-norm theory and the theory of planned behaviour

ABSTRACT Automated vehicles powered by artificial intelligence (AI) represent some of the most disruptive technologies with broad social implications, including increasing safety for travelers and drivers, protecting the environment, and upholding equity. This study aims to develop a unified conceptual framework combining the value-belief-norm (VBN) theory with the theory of planned behaviour (TPB) to understand how tourists accept autonomous vehicles. The PLS-SEM results of 586 tourists’ data show that altruistic and biospheric values positively affect the awareness of consequences, whereas egoistic values negatively affect it. Moreover, the findings of this study validate the suggested relationships between value-based constructs, including awareness of consequences, ascription of responsibility, and pro-environmental personal norms. The relationship between behavioural intention and pro-environmental personal norms was confirmed by attitudes toward behaviour, subjective norms, and perceived behavioural control. This study offers theoretical and practical implications that enhance the likelihood of travelers’ acceptance of autonomous vehicles.

A Time-lagged Examination of Voluntary and Task-related Green Behavior in the Travel Industry

With climate change continuing to threaten the earth’s ecosystems, the travel industry is under increased pressure to adopt green policies. The effective implementation of these policies is largely dependent on employee commitment, but research offering insights into employees’ green behavior in the travel industry is sparse. We addressed this gap using the value-belief-norm theory to conceptualize the drivers of employees’ task-related and voluntary green behaviors. We examined the impact of values (biospheric, altruistic, and egoistic), beliefs (the new environmental paradigm, awareness of consequences, and ascription of responsibility), and pro-environmental personal norms on these outcomes. Analyzing time-lagged data collected in three waves from 186 hotel employees, we found a positive sequential association of biospheric values with beliefs, norms, and green behaviors. From a theoretical viewpoint, our study grounds hotel employees’ green behaviors in a prosocial theory, thereby offering a relatively new yet pertinent explanation of these behaviors.

Pro-environmental behavior on electric vehicle use intention: Integrating value-belief-norm theory and theory of planned behavior

Electric vehicles (EVs) have gained prominence as a result of technology advancements, cost savings, and public support for cleaner transportation worldwide. This research aimed to furnish a holistic comprehension of consumers’ purchases in the EV market by integrating the value-belief-norm theory and the theory of planned behavior into a single conceptual framework. The results of our structural equation analysis on 403 participants showed that altruistic and biospheric values positively affect awareness of consequences, whereas egoistic values negatively affect awareness of consequences. The findings also supported the proposed linkages among value-based constructs, including awareness of consequences, an ascription of responsibility, and pro-environmental personal norms. Furthermore, the role of attitude toward behavior, subjective norm, and perceived behavior control in the relationship between pro-environmental personal norm and behavioral intention was approved. To increase the likelihood of consumers accepting EVs, both theoretical and practical implications are discussed.

No farmer no food, assessing farmers climate change mitigation, and adaptation behaviors in farm production

The climatic events and increasing population are impacting the food system's resilience. The significance of a looming food crisis may be more pronounced in a country like Pakistan. Therefore, to manage farm production sustainably, this research infers the Value-Belief-Norm (VBN) theory to analyze small growers' pro-environmental adaptation and mitigation behaviors on the farm. The data of 250 samples were collected from the Sindh province of Pakistan. We applied the partial least squire modeling (PLS-SEM) to examine the farmers' pro-environmental behaviors towards climate change mitigation and adaptation practices in farm productions. The results provide evidence that farmers' pro-environmental personal norms R2(80.2%), explain mitigation attitudes (41.2%), and (29.0%) adaptation behaviors of growers. All antecedents of VBN theory reveal robustness and significantly positive relationships except for egoistic values. Thus, pro-environmental personal norms predicted the farmers-orientation behaviors significantly toward the climate variability adaptation practices and mitigation attitudes. Moreover, findings indicate that the VBN theory enacts well when expounding altruistic values and biospheric values of farmers' mitigation attitudes and adaptation behaviors. Despite guaranteeing food security, this research suggests designing policy tools to encourage small growers' pro-environmental behaviors in response to climatic changes to increase sustainable agricultural production in the region.

Measuring the direct and indirect effects of low-carbon lifestyles using financial transactions

This study investigates the net effect of four low-carbon lifestyle options that could potentially be adopted by many individuals and households to achieve substantial cuts in greenhouse gas emissions: not owning a car, not flying, not living in a detached house, and having a vegan diet. We evaluated the direct and indirect effects of these options on the carbon footprints of a sample of 715 individuals. Their emissions were calculated using a carbon calculator app that estimates the footprint associated with their consumption, based on financial transaction data from their bank(s) in combination with a lifestyle survey and data from official databases. This data also provides the basis for a detailed analysis of how differences in spending and greenhouse gas emissions in one consumption domain can rebound and/or spillover into other domains. Our results show that these four lifestyle options are associated with substantial net emission reductions, ranging from 0.5 to 1.5 tonnes of CO2eq/cap/yr each. The results also suggest that, contrary to the theory of economic rebound effects, the indirect effects of these practices are related to further emission reductions in other consumption domains, except for people who do not fly, for whom we saw a very limited rebound effect. The sample has on average relatively strong pro-environmental personal norms, which limits the generalizability of the results and calls for further research.

Encouraging pro-environmental consumption behaviour amongst Gen-Y consumers: right messages to different consumers?

PurposeMedia information is often considered critical to foster pro-environmental consumption behaviours (PECB). However, empirical evidence was inconsistent about the impact of environmental information exposure on the behaviours. Thus, the study aims to clarify that impact by investigating three different types of environmental information. Moreover, the study posited that consumers who hold different environment-related values may be receptive to and influenced differently by these types of information.Design/methodology/approachSurvey data were collected from 259 Gen-Y consumers in urban areas. The data were analysed for measure reliabilities and validities before hypotheses were tested using ordinary least squares (OLS) regressions.FindingsThe results revealed that the environmental problem-, action- and effectiveness-related information exposure affects pro-environmental personal norms (PNs) which then influence the behaviours. More importantly, the influences of action-related information and effectiveness-related information on PNs were moderated differently by egoistic values held by consumers.Originality/valueThe study contributes to the literature by highlighting the importance of information-value congruence in designing effective media campaigns.

Farmers’ Perceptions, Insight Behavior and Communication Strategies for Rice Straw and Stubble Management in Thailand

The adoption of rice straw and stubble management approaches can be affected by various factors. To understand the psychological factors influencing Thai farmers’ adoption of rice straw and stubble management approaches, three integrated behavioral theories were employed: the Theory of Planned Behavior (TPB), the Value-Belief-Norm (VBN) and the Health Belief Model (HBM). Then, a practical communication framework was synthesized and proposed to promote rice straw utilization for social-ecological benefits to achieve more sustainable agricultural production. Through a questionnaire survey and in-depth interviews with 240 local farmers, a statistical analysis was performed employing cross-tab, stepwise multiple linear regression, one-way ANOVA and descriptive content analysis using QDA lite miner software. The key results clearly showed that perceived pro-environmental personal norms, perceived cues to rice straw utilization, perceived behavioral control, perceived severity of rice straw burning, perceived ascription of responsibility, and the perceived benefits of rice straw utilization were significantly negatively influenced by burning, and that there was a significantly negative difference to non-burning approaches. Meanwhile, cost savings as perceived benefits of the current option of burning showed a significantly positive difference when compared with incorporation and free-duck grazing options. In communication strategies to promote rice straw utilization for achieving sustainable agriculture, key messages should highlight the clear steps of rice straw utilization, as well as the costs and benefits of each option in terms of economic, health, environmental and social perspectives. Moreover, messages designed to promote action knowledge and self-efficacy at the group level, to promote perceived responsibility via self-awareness and self-commitment, and convenient channels of communication to the farmers can help to achieve more effective non-burning rice straw and stubble management.

Social media activation of pro-environmental personal norms: an exploration of informational, normative and emotional linkages to personal norm activation

ABSTRACT The role that information plays is critical in changing behavior, thus it is surprising that so little research has examined informational strategies in activating pro-environmental personal norms. The aim of this study was to investigate whether personal norms were activated by user-generated online information. We applied a mixed methods research design, including a netnographic study and survey research with a sample of 1877 Chinese tourists, using a structural equation modelling approach (PLS-SEM). We found for tourists who have high level social media engagement, the cues in user-generated online information were more effective in activating their pro-environmental personal norms.

The Effect of Message Framing on Consumers’ Intentions to Purchase Recycling-Aiding Products in China

Recycling can benefit our community and the environment to a considerable degree through the link between collection and processing. Governments and companies make substantive efforts to develop effective communication strategies that encourage people to conduct recycling behaviors by using recycling-aiding products. Across three lab experiments, this research finds that negative frames are more effective in convincing consumers to purchase recycling-aiding products than positive frames. The results can be explained through perceived value and pro-environmental personal norms. Furthermore, negative frames are more effective for consumers with lower environmental involvement. To the best of our knowledge, we are the first to examine the framing effect as it applies to communicating messages about recycling-aiding products. Finally, our conclusions provide solid theoretical support and suggestions for policymakers and marketers, such as designing specific advertisements tailored to different demographics.

Pro-environmental behaviour among tourists visiting national parks: application of value-belief-norm theory in an emerging economy context

ABSTRACT Understanding pro-environmental behaviour (PEB) of tourists visiting protected areas is imperative to mitigate the negative effects of tourism on environment. This study provides empirical support for value-belief-norm (VBN) theory in context of nature based tourists visiting national park in India. The findings indicate that biospheric value has the highest impact on new environmental paradigm, whereas egoistic value negatively influenced new environmental paradigm. Awareness of consequences and ascription of responsibility significantly predict pro-environmental personal norms which statistically predict pro-environmental behaviour of nature based tourists. Specific recommendations for policy makers are suggested to encourage pro-environmental behaviour among tourists.

Predicting climate change mitigation and adaptation behaviors in agricultural production: A comparison of the theory of planned behavior and the Value-Belief-Norm Theory

This study compares the predictive power of the Theory of Planned Behavior (TPB) and the Value-Belief-Norm (VBN) theory in the context of climate change mitigation and adaptation behaviors in agricultural rice production. Data were collected from 1538 rice farmers in the province of Hubei, China. We empirically examine the determinants of rice growers' intentions towards mitigation and adaption and their actual behaviors via partial least squares structural equation modeling (PLS-SEM). Our results indicate that for TPB, behavioral intentions and perceived behavioral control account for 42.1% of farmers' adaptation behaviors, but only 25.6% for mitigation behaviors. In contrast, for the VBN theory, proenvironmental personal norms explain 54.2% of growers’ mitigation behaviors, but only 28.4% of adaptation behaviors. Thus, TPB appears to be more successful at predicting self-interest-oriented behaviors, such as climate change adaptation. On the other hand, our findings provide evidence that the VBN theory performs better when explaining altruistic behaviors like mitigation behaviors. These conclusions have important implications for the formulation of future policies that aim to promote effective and sustainable proenvironmental behavioral changes in agriculture, while ensuring global food security.

Purchasing unpackaged food products

The food industry causes substantial environmental pressure through generating an increasing amount of plastic waste. This research deals with stores which address this issue, by offering unpackaged food products. As such concepts depend on the support of consumers, a quantitative survey among consumers is conducted. Building on norm activation theory, this paper investigates which individual factors support packaging free purchasing and what barriers hinder consumers to purchase unpackaged food products. Additionally, it is tested whether the perception of barriers towards purchasing unpackaged food products mediates the influence of pro-environmental personal norms on purchasing unpackaged food products. The main barriers identified include a lack of awareness of unpackaged food offerings as well as the restricted range of available unpackaged products. Additionally, the results show that pro-environmental personal norms foster purchasing of unpackaged food. However, this influence is not mediated by the perception of barriers towards purchasing unpackaged food products. Based on these findings, possible interventions are identified, such as in-store marketing, which increase the awareness about unpackaged food offerings, or educational campaigns, which sensitize consumers for the consequences of plastic waste.

Factors Influencing Public-Sphere Pro-Environmental Behavior among Mongolian College Students: A Test of Value–Belief–Norm Theory

Value–belief–norm (VBN) theory provides a valuable framework for identifying the social-psychological determinants of various types of pro-environmental behavior. However, limited empirical study has tested the applicability of VBN theory in the western minority areas of China. Given Mongolian college students’ crucial role in promoting the sustainable development of the Inner Mongolia Autonomous Region (IMAR) of China, this study investigates how VBN clusters of variables, namely, values, the new environmental paradigm (NEP) and pro-environmental personal norms (PPN), influence Mongolian college students’ self-reported public-sphere pro-environmental behavior (PSPB). The subjects were 1034 Mongolian college students from three large public universities in Hohhot. A structural equation model (SEM) and bootstrapping analyses revealed that: (1) altruistic values have a significant positive influence on PSPB, egoistic values negatively influence PSPB, and biospheric values have no significant influence on PSPB; (2) egoistic values negatively predict NEP and biospheric values positively predict NEP, whereas altruistic values have no direct impact on NEP; (3) NEP has a positive influence on PPN; (4) PPN has a significant positive impact on PSPB; and (5) biospheric and egoistic values have an indirect effect on PSPB through NEP and PPN. The findings provided evidence for the cross-cultural applicability of VBN theory in a Mongolian college student sample. Theoretical and practical implications were discussed, and recommended directions for future research were suggested.

Measuring Values in Environmental Research: A Test of an Environmental Portrait Value Questionnaire.

Four human values are considered to underlie individuals’ environmental beliefs and behaviors: biospheric (i.e., concern for environment), altruistic (i.e., concern for others), egoistic (i.e., concern for personal resources) and hedonic values (i.e., concern for pleasure and comfort). These values are typically measured with an adapted and shortened version of the Schwartz Value Survey (SVS), to which we refer as the Environmental-SVS (E-SVS). Despite being well-validated, recent research has indicated some concerns about the SVS methodology (e.g., comprehensibility, self-presentation biases) and suggested an alternative method of measuring human values: The Portrait Value Questionnaire (PVQ). However, the PVQ has not yet been adapted and applied to measure values most relevant to understand environmental beliefs and behaviors. Therefore, we tested the Environmental-PVQ (E-PVQ) – a PVQ variant of E-SVS –and compared it with the E-SVS in two studies. Our findings provide strong support for the validity and reliability of both the E-SVS and E-PVQ. In addition, we find that respondents slightly preferred the E-PVQ over the E-SVS (Study 1). In general, both scales correlate similarly to environmental self-identity (Study 1), energy behaviors (Studies 1 and 2), pro-environmental personal norms, climate change beliefs and policy support (Study 2). Accordingly, both methodologies show highly similar results and seem well-suited for measuring human values underlying environmental behaviors and beliefs.

Acceptance of new sanitation: The role of end-users' pro-environmental personal norms and risk and benefit perceptions

Current sanitation systems are inherently limited in their ability to address the new challenges for (waste)water management that arise from the rising demand to restore resource cycles. These challenges include removal of micropollutants, water (re)use, and nutrient recovery. New opportunities to address these challenges arise from new sanitation, a system innovation that combines elements of source separation, local treatment and reuse, and less use of water. New sanitation is applied, but not yet widespread, in several residential areas in Europe. Implementation is hindered by the lack of insight into the general public's willingness to engage in new sanitation, and the resulting uncertainty about this among decision makers and other stakeholders in wastewater management. Using value-belief-norm theory as a conceptual lens, this paper addresses the individual motivations (pro-environmental personal norms) and personal drivers (benefits) and barriers (risks) for acceptance of new sanitation by the Dutch general public. The results of an online survey (N = 338) indicated that both pro-environmental personal norms and risk and benefit perceptions predict consumers' willingness to accept new sanitation. More specifically, they showed that consumer acceptance is driven by perceived risks relating to the housing market and the need to change behavior, but also by environmental benefits. Overall, new sanitation was favorably evaluated by respondents: 64% indicated that they would likely use new sanitation if they were owner-occupiers. The results of this explorative study are discussed in light of the development of novel sanitation systems that are sensitive to perceptions of end-users and other key stakeholders.

Examining the Perception of Attendees on Sustainable Efforts Towards Event Greening Using the Values, Beliefs and Norms Theory

The elements of values, beliefs and norms will affect an individual’s perception on certain issues. Understanding the environmental issues based on values will contribute to the ecological view in general. Then, this comprehension will change beliefs and norms. Given the awareness on ecological worldview, changes in norms would encourage people to be more pro-environmental. Norms are those actions articulated from the values and beliefs assimilated from theories and practices which is later executed based on selected preferences by an individual. These norms will be emulated into action in an individual’s daily lives as a result of the combined and improved or adjusted values, beliefs and norms they have acquired from various sources. Ultimately, forming of a perception comes from the values, beliefs and norms of individuals. The combined elements of values, beliefs and norms will help the researcher to form a general perception on sustainable efforts towards event greening from the perspective of the event attendees. In this research, the focus is on event management and the efforts from event organizers to implement sustainable practices. The researchers wants to investigate from the perspective of event attendees. This research aims to explore the values, beliefs and norms theory on event attendees that influence their ecological worldview and pro-environmental personal norms and the effect that these dimensions have to uncover issues that will influence their perception on sustainable practices at events. The research findings are critical for the researcher to evaluate the situation and recommend appropriate green event management guidelines for event organizers to remain competitive by implementing sustainable practices for long-term survival in the event industry. The research methodology is a quantitative method using survey and the data is analyzed using the Multiple Linear Regression analysis This is the result from the pilot study of this research. The analysis indicated that, Values have a significant influence toward Perception, except for the Beliefs and Norms.

Explaining interest in adopting residential solar photovoltaic systems in the United States: Toward an integration of behavioral theories

Increased household adoption of solar photovoltaic systems has the potential to reduce greenhouse gas emissions associated with providing electricity. Although residential solar has recently become more affordable, market penetration in the U.S. remains relatively low. This study proposes a theoretical framework for investigating the psychological and social determinants of interest in residential solar drawn from three theories that may explain the decision to pursue it: diffusion of innovations theory, theory of planned behavior, and value-belief-norm theory. We test this framework using survey data from 904 non- adopter homeowners, with the aim of identifying potential levers for intervention. Overall, we find that consumers see solar electricity in multiple ways: as an environmental benefit, a consumer good, and an innovative technology. Notably, individuals who trust installers and believe solar will be personally beneficial are more likely to consider contacting an installer, as are individuals drawn to novel products. Proenvironmental personal norms indirectly increase interest through perceived personal benefits, suggesting that marketing efforts aimed at environmentally-concerned individuals may need to emphasize non-environmental benefits. The results also support leveraging trusted social networks to convey the benefits of solar. We conclude by discussing the value of the integrated framework along with implications for policymakers and marketers.

Young travelers' intention to behave pro-environmentally: Merging the value-belief-norm theory and the expectancy theory

This research examined the intention to behave pro-environmentally while traveling amongst young group tour travelers by adopting an empirically validated value-belief-norm theory and merging it with Vroom's expectancy theory. The aim is to provide a more comprehensive framework for understanding the formation of environmentally friendly behaviors. The sample data of 538 responses were from young group travelers. The responses were subjected to structural equation modeling. The results showed that the combined model has a 12.8% stronger predictive power of pro-environmental intention than the original theory alone. It was also discovered from the results that the variables of the expectancy theory strongly influence pro-environmental personal norms, which in turn influences pro-environmental intentions. The discussions covered both theoretical and practical implications of this research as well as recommendations for further studies.