Moral Norms and Environmental Behavior: An Application of Schwartz's Norm‐Activation Model to Yard Burning1

The purpose of this study was to examine some conditions under which moral norms, i.e., respect for the health of others, would be expected to influence environmentally related behavior. In particular, using a model developed by Schwartz, the study was conducted to determine whether variation in awareness of consequences (AC) and ascription of responsibility (AR) were associated with yard‐burning behavior. It was expected that respondents who were aware of the negative consequences which burning could have for other people, and who accepted responsibility for their burning and its consequences, would be less likely to burn yard or garden wastes than those who were unaware of these conditions. It was found that AR was significantly related to burning behavior, while AC had only a weak association with burning. Further, as expected from Schwartz's model, a significant interaction between AR, AC, and burning behavior was found. These findings are discussed and the usefulness of this type of model for understanding other environmental behaviors is considered.