Social norms and pro-environmental actionJanet K. Swim, Ph.D.The Pennsylvania State University

Norms Descriptive norms

Actual behaviors; Base rates Expectations about average typical behaviors

Injunctive norms Behaviors one ought or ideally would do Often have a moral town

Norms can be personal or social Group Identification increases the influence of

social norms

Following social norms satisfies psychological goals (Cialdini & Trost, 1998)

1) Effective action: Doing things accurately

2) Fitting in: Gain approval and acceptance of others

3) Manage self-concept: Avoid self-conception as being different,

deviant, or intransigent.

Social norms and pro-environmental behaviors Descriptive norms more powerful than

Injunctive norms Economic gains

True, even though most do not anticipate this (Nolan, Cialdini et al.)

Research questions Is there evidence for importance of

injunctive norms? Cultural and individual Values as social

norms. Enforcing and following gender role norms

What is the role of interpersonal communication in the transmission, maintenance and changing of social norms?

Hegemonic values Unquestioned value structures that

support the dominance of particular groups Hierarchy > egalitarianism Mastery > harmony

Ecofeminism Same values that support masculinity

(hegemonic masculinity) support dominance of nature

Cultural values

Correlation among country level data

Vitality of eco-system

Status of women

Hegemony:Hierarchy > EgalitarianismMastery > Harmony .28*

Control for each Nation’s GDP

-.49

-.28

Cultural values

Bloodhart & Swim, 2010

Do countries with different degrees of hegemony have citizens with different degrees of environmental concerns and behaviors? German versus the United States

Swim & Becker, 2012

Cultural values

Germany

United States

B = -.42, p < .05 in SEM

Cultural values

Behavioral differences

0123

U.S.: PSU studentsGerman: Uni-versity of Mar-burg students

Cultural values

Swim & Becker, 2012

Country0 = U.S.1 = Germans

EgoisticConcerns

Biosphericconcerns

Pro-Env behaviors

-.17** -.11*

.31**.11*

Explaining behavioral differences via environmental concerns

Cultural values

gender role norms

Predicting policy support Gender differences in environmental

concern and pro-environmental attitudes Consistent with gender role norms Could lead to greater policy support

among women than men

National Opinion Research Sporadic gender differences Perhaps policies are gendered?

Gender role norms

Gender role consistency Preference for consistency

Especially in men Especially when gender and/or gender

role norms are important

Gender role norms

Sample 1: Gender norms: expectations for gender

differences in endorsement of 34 policies Sample 2:

Rate preferences for policies Complete measures of likelihood to

conform to gender role norms Gender role identity

Gender role norms

Results

Women: Gender identity

Men: Gender identity

Support Policies

expected to be endorsed by men more so

than endorsed by women

Gender role norms

Communication of norms1) Interpersonal communication2) Social networks

Interpersonal communication:

Approving other’s behaviors Admonishing other’s behaviors Ignoring other’s behaviors

Interpersonal communication

Effect of feedback on subsequent behavior?

Stairs

“I’m glad you took the stairs… most people take the elevator. Taking the stairs saves a lot of electricity and helps the environment.”

Elevators

“Oh, you took the elevator? Most people take the stairs. Taking the elevator wastes a lot of electricity and is bad for the environment.”

Interpersonal communication

Dependent measure:Go up stairs

Sta

irs dow

n

Ele

vato

r dow

n0

0.2

0.4

0.6

0.8

1

No Feedback Feedback

Interaction F(1, 207) = 8.48, p = .004 eta = .04

Interpersonal communication

Dependent measure:Lights and monitor off(Behavioral spillover)

Sta

irs dow

n

Ele

vato

r dow

n0

0.2

0.4

0.6

0.8

1

No Feedback Feedback

Feedback: p = .09 Behavior down: p = .03

Interpersonal communication

Social networking: Work in progress Sharing knowledge, motivation, and skills Influence of connection on perceived norms

Networks: Bonding and Bridging within social networks Eco-reps and energy challenge in residence halls Friendship and peer networks among employees

in Aquariums Institutionalizing communication in religious

organizations via “creation care committees”

Social Networks

Summary/Conclusions Culture sets the context for defining social

norms E.g., through Cultural values & Gender role

norms Interpersonal processes

Enforce social norms Anticipate that social network

characteristics of individuals & groups will influence perceptions & transmission of social norms