The role of group orientation and descriptive norms on water conservation attitudes and behaviors.
Social norms have been shown to impact behaviors, but with mixed results. The theory of normative social behavior delineates factors that moderate the relationship between descriptive norms and behaviors, and it addresses the attributes of behaviors that make them susceptible to normative influence. This study tests whether group orientation moderates the impact of descriptive norms on water conservation attitudes and behavioral intentions. Findings indicate a consistent pattern of interactions for descriptive norms and group orientation on both attitudes and behavioral intent. Implications for normative theory and campaign design are addressed.
Department of Communication, Michigan State University, East Lansing 48824, USA. mlapinsk@wmich.edu
Maria Knight
MK
Lapinski
Rajiv N
RN
Rimal
Rebecca
R
Devries
Ee Lin
EL
Lee
D000293:Adolescent; D000328:Adult; D000349:Africa; D001290:Attitude; D002681:China; D003247:Conservation of Natural Resources; D005260:Female; D006801:Humans; D033182:Intention; D020407:Internet; D008296:Malaysia; D008297:Male; D015146:Midwestern United States; D012925:Social Conformity; D011795:Surveys and Questionnaires; D014881:Water Supply