Maverick or Marine: Collective Group Orientation, Referent Similarity, and Response to Normative Information About Water Conservation

• In Event: Proenvironmental Behaviour and Attitudes

Abstract

Framed in the theory of normative social behavior (TNSB), this paper reports on the results of an experiment to test for the moderating role of referent group similarity and primed group orientation on the descriptive norm-behavior relationship. The issue under study, water conservation, is one that has significant consequences for animal, environmental, and human health. The study used a 3 (priming: independent vs. interdependent vs. control) X 2 (descriptive norms: high vs. low) X 2 (similarity: high vs. low) factorial design. The findings indicate direct effects for similarity and descriptive norms on behavioral intention and self-efficacy to take action to conserve water. Evidence is presented for the moderating effects of similarity and primed group orientation on the descriptive norm-behavior relationship. A moderated mediation model emerges suggesting that the relationship between descriptive norms and behavioral intent is mediated by self-efficacy and the effect was stronger among participants perceiving similarity with the referent group. Implications for theory-building about social norms and communication about water conservation behaviors are addressed.

Authors

• Maria Knight Lapinski, Michigan State U

• Jie Zhuang, Michigan State U

• Rajiv N. Rimal, George Washington U

• Doshik Yun, Western Illinois U

• Greg Viken, Michigan State U

• Rain Wuyu Liu, Michigan State University

• Minwoong Chung, Michigan State U