Normative Beliefs, Attitudes, and Social Norms: People Reduce Waste as an Index of Social Relationships When Spending Leisure Time

Wei-Ta Fang, Eric Ng, Ching-Ming Wang and Ming-Lin Hsu
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Wei-Ta Fang: Graduate Institute of Environmental Education, National Taiwan Normal University, Taipei 11677, Taiwan
Eric Ng: School of Management and Enterprise, University of Southern Queensland, Toowoomba, QLD 4350, Australia
Ching-Ming Wang: Graduate Institute of Environmental Education, National Taiwan Normal University, Taipei 11677, Taiwan
Ming-Lin Hsu: Graduate Institute of Environmental Education, National Taiwan Normal University, Taipei 11677, Taiwan

Sustainability, 2017, vol. 9, issue 10, 1-18

Abstract: This study has adopted and refined Ajzen’s theory of planned behavior, theory of reasoned action, and the value–belief–norm theory by Stern et al. to investigate the effects of normative beliefs, attitudes, and social norms on pro-environmental behavioral intentions. A total of 391 valid responses were collected from visitors to a theme park in Taiwan. A structure equation analysis indicated that the overall fit of the proposed model was supported. It was also found that both attitudes and social norms had positive and significant influence on waste reduction. While the results did not reveal any direct relation between normative beliefs and behavioral intentions, normative beliefs had positive direct influence on social norms and attitudes, which in turn had an impact on behavioral intentions. The findings provided further insights about pro-environmental behavioral intentions from an Asia perspective and highlighted important implications for environmental policies and education to reduce waste.

Keywords: attitude; normative belief; pro-environmental behavioral intentions; social norm; theory of planned behavior; value–belief–norms theory; Taiwan (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2017
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (31)

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