The importance of personal norms and situational expectancies to sustainable behaviors: The norm activation and situational expectancy-value theories |
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| Affiliation: | 1. Department of Hospitality and Retailing, College of Human Sciences, Texas Tech University, Lubbock, TX, 79409, USA;2. Department of Textile and Apparel Management, University of Missouri, 137 Stanley Hall, Columbia, MO, 65211, USA;1. Business School, Department of Management, Unisinos University, Av. 950, Porto Alegre, RS, CEP | 93022-750, Brazil;2. Australian Institute of Business (AIB), Marketing from the University of South Australia, Level 16/1 King William St, Adelaide, SA, 5000, Australia;3. Fundação Getulio Vargas''s Sao Paulo School of Business Administration (FGV EAESP), Av. 9 de Julho, 2029, Bela Vista, São Paulo, CEP 01313-902, Brazil;4. Woxsen School of Business, Hyderabad, Telangana, 502345, India;1. College of Economics and Management, China Agricultural University, 17 Qinghua E Rd, Haidian District, Beijing, PR China;2. School of Business, Renmin University of China, No. 59 Zhongguancun Street, Haidian District, Beijing, 100872, PR China;1. Department of Business Administration, Alma College, Alma, USA;2. Department of Kinesiology, Michigan State University, East Lansing, USA;3. Global Urban and Infrastructure Research Center of the Institute of Urban Science, University of Seoul, Seoul, South Korea;1. Business Administration Dept, College of Business Administration, Jazan University, Jazan, Saudi Arabia;2. Department of Tourism Studies, Faculty of Tourism and Hotels, University of Sadat City, Egypt;1. Department of Transportation and Logistics Management, National Yang Ming Chiao Tung University 4F, 118 Chung Hsiao W. Rd., Sec. 1, Taipei, 10012, Taiwan;2. Department of Transportation and Logistics Management, National Yang Ming Chiao Tung University, Assembly Building 1, 1001 Daxue Rd., East Dist., Hsinchu, 30010, Taiwan;1. Department of Management, Korea National Open University, 86 Daehak-ro, Jongno-gu, Seoul, 03087, South Korea;2. College of Business Administration, Seoul National University, 1 Gwanak-ro, Gwanak-gu, Seoul, 08826, South Korea |
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| 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. |
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| Keywords: | Sustainable behaviors Situational expectancy Norm activation theory |
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