The Role of Social Norms and Personal Costs on Pro-Environmental Behavior: The Mediating Role of Personal Norms.

Background: Pro-environmental behavior necessitates individuals to make personal sacrifices, such as spending more money on environmentally-friendly products to benefit the environment. Realistically, individuals may not be willing to engage in pro-environmental behavior based self-interest. The increase in personal pro-environmental behavior has become an urgent issue in the field of environmental psychology. Purpose: The present study adopted green consumption paradigm to explore the internal mechanisms of pro-environmental behavior at different personal costs, the role of social and personal norms on pro-environmental behavior, which can promote individual pro-environmental behavior. Methods: In our experiment, participants first were instructed to read texts unrelated and related to social norms in sequence. Participants subsequently completed the product choice task, which involved making choices between buying green (eco-friendly) products or cheaper (self-interested) common products, a method to measure pro-environment behavior. Finally, the participants completed the personal norms scale and social norms check. Results: The findings of present study indicated that pro-environmental behavior decreased as personal costs increased. However, social norms effectively promoted individuals' pro-environmental behavior, and personal norms played a mediating role at high personal costs. Conclusion: Our findings indicate that individuals tend to choose cheaper common products that are harmful to the natural environment in self-interest. However, we discuss the implications for the use of social norms as a social marketing technique, which extends the Norm Activation Model.