SOCIAL BEHAVIOR AND ENVIRONMENT: THE INFLUENCE OF SOCIAL NORMS ON ENVIRONMENTAL BEHAVIOR

Abstract

In recent years, the use of normative information—social norms—for promoting pro-environmental behavior has received remarkable attention, showing great potential for psychosocial interventions. This paper makes research on normative information accessible with the aim of translating it into pro-environmental programs and public policy. The concepts of descriptive and prescriptive social norms are reviewed, as well as the main recommendations for their effective use in applied contexts. A number of factors found relevant for effective normative interventions on pro-environmental behavior are discussed: the use of behavioral feedback, the dynamic character of the norms, and personal involvement. Social norms represent an important contribution from environmental psychology to the intervention on environmental problems.

Keywords

• social norms
• pro-environmental behavior
• environmental psychology
• psychosocial intervention
• social policy