Accessibility of Personal Norms Predicts Intent to Practice Proenvironmental and Prosocial Behaviors

• In Event: Cognition, Attitude, and Persuasion

Abstract

Existing theories, such as value-belief norm theory and extensions of the theory of planned behavior, propose that behaviors with a moral or ethical dimension are consistently predicted by personal norms -- our feelings of moral obligation to engage in a behavior or make sacrifices in order to protect cherished objects or states of being. Data from this study supported the hypothesis that (1) personal norms that are more, rather than less, accessible (available in memory) are associated with greater intent to practice pro-environmental and prosocial behaviors among those generally pre­disposed to enact them, and (2) accessibility of personal norms perceptions predicts intentions beyond the influence of the perceptions alone. Preliminary findings indicate reasonable construct validity for the personal norm accessibility measure and suggest that those who seek to increase these behaviors might reasonably pursue methods of enhancing the accessibility of related personal norms among individuals who possess them.

Authors

• Laura M. Arpan, Florida State U

• Yijie Wu, Florida State Universty

• Nancy Rhodes, Michigan State U

• Andreas Nilsson, U of Gothenburg