Distinguishing the sources of normative influence on proenvironmental behaviors: The role of local norms in household waste recycling

The aim of this study was to assess whether different kinds of social norms make a distinct contribution and are differently associated to a place-related behavior, such as household waste recycling. The construct of local norms is introduced to identify the normative influence that derives from people sharing the same spatial-physical setting. This kind of influence is expected to hold particular relevance when dealing with individual behaviors that have spatially defined collective implications. Participants were 452 residents of various Italian cities, who filled in a questionnaire measuring intentions to recycle, attitudes towards recycling, perceived behavioral control, and 4 kinds of norms stemming from a 2 x 2 combination (i.e., injunctive vs. descriptive, and subjective vs. local norms). Structural equation modelling analyses confirmed the empirical distinction of the 4 kinds of norms, and showed their independent effects on recycling intentions. In particular, descriptive norms (both subjective and local) emerged as powerful predictors of the target proenvironmental behavior, both directly and indirectly through their influence on perceived behavioral control. The implications of the distinction among different kinds of social norms and their relationship with the other dimensions are discussed.