“…Fourthly, there are reference points: people internalise norms that are considered normal so that they comply automatically. Research has indicated that in sub-Saharan Africa social norms are mostly acknowledged in rural areas, where they are regarded as mechanisms for maintaining social order and social coordination, as they reflect beliefs, attitudes, behaviours and moral judgements about what is right and wrong (Matavire, 2012;Conroy, 2014;McCloskey et al, 2016;Chigwata, 2016). For example, they ensure social coherence, consensus regarding values and beliefs and less tolerance of diversity, which ultimately results in social order (Riddell, Ford-Gilboe & Leipert, 2009).…”