Get 20M+ Full-Text Papers For Less Than $1.50/day. Subscribe now for You or Your Team.

Learn More →

Conflicting Norms Highlight the Need for Action

Conflicting Norms Highlight the Need for Action Previous research has not addressed the possibility that people may face conflicting norms of pro-environmental behavior from their multiple in-groups. Across two studies, the authors test competing hypotheses: People may be demotivated by norm conflict, or conversely, norm conflict may motivate people to action. The results of both studies suggest a clearly motivating effect of conflict. Norm conflict was associated with decreased water usage (i.e., increased water conservation) in Study 1, and increased pro-environmental behavior intentions in Study 2. The effects of conflict were partially mediated by perceived effectiveness in Study 2. Although these initial findings indicate that conflict motivates rather than hinders behavioral engagement, future research should investigate whether the nature of the influence of norm conflict depends on factors such as issue importance. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Environment and Behavior SAGE

Conflicting Norms Highlight the Need for Action

Loading next page...
 
/lp/sage/conflicting-norms-highlight-the-need-for-action-28oN000ztV

References (38)

Publisher
SAGE
Copyright
© 2012 SAGE Publications
ISSN
0013-9165
eISSN
1552-390X
DOI
10.1177/0013916512453992
Publisher site
See Article on Publisher Site

Abstract

Previous research has not addressed the possibility that people may face conflicting norms of pro-environmental behavior from their multiple in-groups. Across two studies, the authors test competing hypotheses: People may be demotivated by norm conflict, or conversely, norm conflict may motivate people to action. The results of both studies suggest a clearly motivating effect of conflict. Norm conflict was associated with decreased water usage (i.e., increased water conservation) in Study 1, and increased pro-environmental behavior intentions in Study 2. The effects of conflict were partially mediated by perceived effectiveness in Study 2. Although these initial findings indicate that conflict motivates rather than hinders behavioral engagement, future research should investigate whether the nature of the influence of norm conflict depends on factors such as issue importance.

Journal

Environment and BehaviorSAGE

Published: Feb 1, 2014

There are no references for this article.