The Impact of Norms and Assumed Consequences on Recycling Behavior

Abstract

Given the aim to motivate consumers to behave in an environmentally friendly manner, there is a need to understand how consumers’ environmental behavior can be influenced and what variables predict environmental behavior. This article applies structural equation models (path analyses) to investigate these issues, with experienced social norm, assumed consequences of behavior and personal norm as independent variables of recycling behavior. The study is based on a Norwegian survey. As predicted, the social norm revealed no direct link to behavior. Rather, the effect of the social norm seemed to depend on an intervening personal norm. The possible social pressure exercised by family members was investigated. Assumed environmental consequences of behavior and reported behavior were found to be only loosely connected. Furthermore, assumed consequences of behavior revealed no mediating effect on the link between personal norm and behavior, which is contrary to what Schwartz’s theory on altruistic behavior would imply.

Recycling Behaviour Among Householders: Synthesizing Determinants Via a Meta-analysis

“…Some authors report a correlation between moral norms and recycling behaviour [4, 7, 9, 22, 24, 26, 30-32, 37, 39, 44, 47, 48, 53, 59, 67, 71-78]. Only five studies included in our meta-analysis found no significant relationship between moral norms and behaviour [8,27,28,36,62].…”

“…All sources analysed (Fig. 6) report that access to kerbside recycling stimulates recycling behaviour and increases recycling of all material types [4,9,22,26,49,54,61,62]. According to the authors, this indicates that recycling based on any system other than kerbside (property closed) collection (mostly drop-off stations involving storage, time and transport costs for individuals) can lower participation.…”

“…A study by Kurz et al [37] pointed out a high influence of specific attitude toward recycling on recycling behaviour. Some results show that moral norms are important for those attending drop-off sites and less important for kerbside collection owners [62].…”

“…The majority of studies included in our analysis that examine this variable conclude that environmental concern has a correlation with recycling behaviour [7, 20-22, 24, 28, 29, 31, 33, 38, 44, 48, 52, 55, 67, 71, 75, 76]. However, some studies report no significant relationship or a very weak relationship between this variable and recycling behaviour [4,10,36,37,39,53,62]. The former group of researchers argue that those individuals with more positive general environmental values and attitudes are more likely to express a higher level of recycling behaviour.…”

Motivations matter: Behavioural determinants of preferences for remote and unfamiliar environmental goods

“…Stern et al 1999) as well as specific environment-related behaviours. Specific environmental behaviour studies include yard burning behaviour (van Liere and Dunlap 1978); reducing car use (Eriksson et al 2006;Nordlund and Garvill 2003); reducing emissions from diesel cars (Steg and de Groot 2010); recycling (Bratt 1999;Hopper and Nielsen 1991); and general pro-environmental behaviour (Schultz et al 2005, Nordlund andGarvill 2002). It has also been applied in relation to WTP for environmental goods , Liebe et al 2011, Guagnano et al 1994, Guagnano, 2001, Blamey 1998, but only in the context of contingent valuation.…”