Going Green For Friends, Family Or Community?: How Different Levels of Subject Norms and Identity Influence Green Behavior

Márcia Herter, Reims Management School, France
Diego Costa-Pinto, Reims Management School, France
Adilson Borges, Reims Management School, France
Walter Nique, UFRGS, Brazil
Going green for friends, family or community? This paper explores the interacting effect of evoked identity and subjective norms on green behavior. The present research demonstrates that when personal identity is evoked, subjective norms will not have an influential role on green behavior. In contrast, when the social identity is evoked, norms will present a great importance on behavior. However, we demonstrate that this influence depends on the subjective norms level. In contrast with previous research, we found that collective (vs. relational) social norms were more influential on the green behavior, increasing the use of recycled paper.
[ to cite ]:
Márcia Herter, Diego Costa-Pinto, Adilson Borges, and Walter Nique (2011) ,"Going Green For Friends, Family Or Community?: How Different Levels of Subject Norms and Identity Influence Green Behavior", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 707-708.