Different impacts of normative influences on pro-environmental purchasing behavior explained by differences in individual characteristics

No previous studies have tried to investigate the individual differences which facilitate the translation of social norms into personal norms. In addition, explicit explanation has not been given in the relationship between personal norms and behavior. To fill these gaps in previous research traditions, the current study aims to investigate: (1) the relationships between social norms and personal norms, and between personal norms and behavior; (2) the moderating effect of self-esteem and social connectedness in the links between social norms and personal norms, and the moderating effect of the awareness of consequences and the perceived seriousness of the consequences in the links between personal norms and pro-environmental behavior. A structural model confirmed that social norms have a positive effect on personal norms, which have a positive impact on behavior. The results also confirmed that self-esteem and social connectedness have a positive moderating effect on the relationship between social norms and personal norms; the perceived seriousness of environmental problems has a positive moderating impact on the link from personal norms to pro-environmental behavior. Theoretical and practical implications are discussed in the conclusion.