The importance of personal norms and situational expectancies to sustainable behaviors: The norm activation and situational expectancy-value theories

Stacy H.N. Lee, Chang, Hyo Jung (Julie) and Li Zhao

Journal of Retailing and Consumer Services, 2023, vol. 73, issue C

Abstract: The turn towards sustainability is becoming more critical in every sector, but consumers' lifestyles and behaviors have been slow to transform. Therefore, based on the norm activation model and situational expectancy-value theory, this study investigated the importance of personal norms and the influences of situational factors on sustainable behaviors. A total of 1050 responses obtained through an online survey method were analyzed using SPSS and LISREL. The results revealed that situational factors, such as acceptability of policies, accessibility of facilities, sacrificeability of prices, and environmental activism, can either facilitate or hinder recycling practices and responsible consumption behaviors. Personal norms are a determinant for sustainable behavior. Future research can extend the findings of this study to compare the most and least sustainable states or countries to determine effective interventions for encouraging sustainable behaviors.

Keywords: Sustainable behaviors; Situational expectancy; Norm activation theory (search for similar items in EconPapers)
Date: 2023
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Citations: View citations in EconPapers (7)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:73:y:2023:i:c:s0969698923001182

DOI: 10.1016/j.jretconser.2023.103371

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