Exploring the normative influences of social norms on individual environmental behavior

This study examines how social environmental norms (injunctive and descriptive norms) affect individuals' environmental behavior. The sample consists of adults over 18 years of age, and a total of 267 valid questionnaires were used for data analysis. SPSS v.18.0 and AMOS v.5.0 were used for the analyses. The results of the study are as follows. First, the study finds that both injunctive and descriptive environmental norms have a positive impact on personal environmental norms. However, it shows no significant differences between injunctive and descriptive norms. Second, personal environmental norms play a significant mediating role and affect environmental behavior positively. Third, self-monitoring does not play a moderating role in the relationships between social environmental norms and personal environmental norms. However, self-monitoring has a significant moderating effect on the relationships between personal environmental norms and environmental behavior.