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The role of norms in predicting waste sorting behavior

The role of norms in predicting waste sorting behavior This study aims to examine the role of personal and subjective norms in predicting waste sorting, an increasingly relevant pro-environmental behavior.Design/methodology/approachThis study obtained data from a sample of 300 respondents from three Indonesian cities. Purposive sampling was employed to obtain information from specific segments of Indonesian population. The analysis consisted of a two-stage procedure including confirmatory factor analysis and covariance-based structural equation modeling.FindingsResults demonstrated that both subjective and personal norms significantly and directly predict waste sorting behavior (WSB) bypassing intention to behave.Research limitations/implicationsThe fact that norms held by individuals are able to single-handedly drive pro-environmental behaviors implies that previous studies and social marketing campaigns may have overstated the role of intention.Practical implicationsIn designing marketing communication programs promoting WSB, this paper argues that targeting normative tendencies of the audience may provide a more effective strategy than focusing on explicit pro-environmental intentions and attitudes of the public.Originality/valueThis study provided a new experimental test and confirmation of the role of subjective norms, the normative component of the theory of planned behavior and of personal norms, the normative component of the norm activation theory, in predicting WSB. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Social Marketing Emerald Publishing

The role of norms in predicting waste sorting behavior

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References (93)

Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
2042-6763
DOI
10.1108/jsocm-05-2020-0088
Publisher site
See Article on Publisher Site

Abstract

This study aims to examine the role of personal and subjective norms in predicting waste sorting, an increasingly relevant pro-environmental behavior.Design/methodology/approachThis study obtained data from a sample of 300 respondents from three Indonesian cities. Purposive sampling was employed to obtain information from specific segments of Indonesian population. The analysis consisted of a two-stage procedure including confirmatory factor analysis and covariance-based structural equation modeling.FindingsResults demonstrated that both subjective and personal norms significantly and directly predict waste sorting behavior (WSB) bypassing intention to behave.Research limitations/implicationsThe fact that norms held by individuals are able to single-handedly drive pro-environmental behaviors implies that previous studies and social marketing campaigns may have overstated the role of intention.Practical implicationsIn designing marketing communication programs promoting WSB, this paper argues that targeting normative tendencies of the audience may provide a more effective strategy than focusing on explicit pro-environmental intentions and attitudes of the public.Originality/valueThis study provided a new experimental test and confirmation of the role of subjective norms, the normative component of the theory of planned behavior and of personal norms, the normative component of the norm activation theory, in predicting WSB.

Journal

Journal of Social Marketing – Emerald Publishing

Published: Jul 26, 2021

Keywords: Social marketing; Pro-environmental behavior; Theory of planned behavior; Subjective norm; Personal norm; Waste sorting behavior

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