The Impact of Norms and Assumed Consequences on Recycling Behavior

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 survey sent to 3,000 people in 4 Norwegian cities. 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 S. H. Schwartz's (1977) theory on altruistic behavior would imply.