Going green to fit in – understanding the impact of social norms on pro‐environmental behaviour, a cross‐cultural approach

Abstract While most research on the determinants of pro‐environmental behaviour has focussed on individual predispositions, this article specifically addresses the role of social norms in the adoption of such behaviours. Our main assumption is that individual pro‐environmental behaviour is influenced by perceived descriptive and injunctive norms from relevant others (family and friends) which, in turn, are influenced by the perceived pro‐environmental norm at the country level (PNCL). This model was tested in two different cultural contexts: Slovenia ( N =246) and France ( N =215) using a moderated mediation approach. Our results confirm the mediator effect of relevant others’ norms in the relationship between the PNCL and individual behaviour for the whole sample. Yet it appears that the French subjects are less sensitive to the indirect effect of the norm at the country level. Implications for public authorities and companies are discussed.