Norm Activation Model: An Effective Theoretical Model for Predicting Citizens' Pro-environmental Behaviors

doi:10.15936/j.cnki.1008-3758.2016.06.010

Abstract

Abstract: Norm activation model (NAM) is an important theory to study various kinds of altruistic behaviors， which claims that an individuals pro-social behaviors are positively affected by his or her personal norm that is activated by consequence awareness and responsibility ascription. Widely applied to study such pro-social behaviors as pro-environmental behaviors in the western developed countries， NAM has been proved to effectively explain and predict pro-environmental behaviors. It has been continuously developed in its applications， with new variables added to the model and the value-belief-norm theory finally built. Due to its easy operability， openness and inclusiveness， NAM can be used to explain， predict and intervene the Chinese citizens pro-environmental behaviors.

Key words: norm activation model (NAM), personal norm, consequence awareness, responsibility ascription, pro-environmental behavior

CLC Number:

D035
X24

ZHANG Xiao-jie， JIN Hui-rong， LOU Cheng-wu. Norm Activation Model: An Effective Theoretical Model for Predicting Citizens' Pro-environmental Behaviors[J]. Journal of Northeastern University(Social Science), 2016, 18(6): 610-615.

References

[1]Onwezen M C. The Norm Activation Model: An Exploration of the Functions of Anticipated Pride and Guilt in Pro-environmental Behavior［J］. Journal of Economic Psychology， 2013，39:141-153.
[2]Schwartz S H. Normative Influences on Altruism［M］∥Berkowitz L. Advances in Experimental Social Psychology. New York: Academic Press， 1977:221-279.
[3]李杨. 基于规范激活理论的消费者环保型产品购买意愿形成机理研究［D］. 长春:吉林大学商学院， 2014.
[4]Zhang Y X. Antecedents of Employee Electricity Saving Behavior in Organizations［J］. Energy Policy， 2013(62):1120-1127.
[5]Schwartz S H，Howard J A. Explanations of the Moderating Effect of Responsibility Denial on the Personal Norm-behavior Relationship［J］. Social Psychology Quarterly， 1980，43(4):441-446.
[6]Ebreo A. Responsibility for Environmental Problems and the Consequences of Waste Reduction: A Test of the Norm-activation Model［J］. Environmental Systems. 2003，29(3):219-244.
[7]Park J，Ha S. Understanding Consumer Recycling Behavior:Combining the Theory of Planned Behavior and the Norm Activation Model［J］. Family and Consumer Sciences Research Journal， 2014，42(3):278-291.
[8]宋晨迪. 规范激活模型在环保行为中的应用研究［D］. 成都:四川师范大学教师教育与心理学院， 2014.
[9]Chao Yulong. Predicting Peoples Environmental Behaviour［J］. Environmental Education Research， 2012，18(4):437-461.
[10]段文婷，江光荣. 计划行为理论述评［J］. 心理科学进展，2008，16(2):315-320.
[11]van Liere K D，Dunlap R E. Moral Norms and Environmental Behavior: An Application of Schwartzs Norm Activation Model to Yard Burning［J］. Journal of Applied Social Psychology， 1978，8(2):174-188.
[12]Bamberg S. A Social Context， Personal Norms and the Use of Public Transportation［J］. Journal of Environmental Psychology， 2007，27(3):190-203.
[13]de Groot J I M，Steg L. Morality and Prosocial Behavior: The Role of Awareness， Responsibility， and Norms in the Norm Activation Model［J］. The Journal of Social Psychology， 2009，149(4):425-449.
[14]Han H. The Norm Activation Model and Theory-broadening［J］. Journal of Environmental Psychology， 2014，40:462-471.
[15]Stern P C. Toward a Coherent Theory of Environmentally Significant Behavior［J］. Journal of Social Issues， 2000，56(3):407-424.
[16]Ibtissem M H. Application of Value Beliefs Norms Theory to the Energy Conservation Behaviour［J］. Journal of Sustainable Development， 2010，3(2):129-139.
[17]Johansson M. Landowners Participation in Biodiversity Conservation Examined through the Value-Belief-Norm Theory［J］. Landscape Research， 2013，38(3):295-311.