ROLES OF COGNITIVE, AFFECTIVE, SOCIAL, AND SITUATIONAL FACTORS IN NORM ACTIVATION THEORY: EVIDENCE FOR RECYCLING BEHAVIOR

Authors : İnci Dursun, Hediye Yürüyen Kılıç, Ebru Tümer Kabadayı, Dilara Dönmez

Pages : 44-60

Doi:10.17130/ijmeb.1498346

View : 85 | Download : 105

Publication Date : 2024-10-30

Article Type : Research Paper

Abstract :Norm activation theory (NAT) provides an effective approach to understanding pro-environmental consumer behaviors such as recycling. The theory proposes that the primary driver of behavior is personal norms, which are promoted by awareness of consequences (AC) and ascription of responsibility (AR). This study aims to offer an extended norm activation model by incorporating cognitive, affective, social, and situational factors and to provide empirical evidence for the model within the context of recycling. Particularly, the study focuses on the roles of subjective and objective knowledge, emotional reactions to environmental degradation, subjective norms, perceived behavioral cost, and household support for norm activation and recycling behavior. Data was collected through an online survey with 531 consumers in Türkiye. Analysis results showed that subjective norms, subjective knowledge, behavioral cost, household support, and emotional reactions are influential for moral norm activation in the recycling context, in addition to the impacts of AC and AR. Besides, subjective and objective knowledge, perceived cost, and household support were found to be influential on recycling behavior, in addition to the impact of moral norms. Findings contribute to a deeper understanding of recycling behavior through the NAT framework.
Keywords : Norm aktivasyon teorisi, Geri dönüşüm, Duygusal tepkiler, Sosyal norm, Geri dönüşümün algılanan maliyeti

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