The moderating role of moral norms and personal cost in compliance with pro-environmental social norms

The adoption of sustainable lifestyles plays a key role in mitigating climate change. Previous research has found that social norms—beliefs about what most people do and approve of—profoundly impact individual engagement in pro-environmental behaviour. However, little is known about personal and con...
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Autor*in:	Ondřej Kácha [verfasserIn] Sander van der Linden [verfasserIn]

Format:	E-Artikel
Sprache:	Englisch

Erschienen:	2021

Schlagwörter:	Social norms Moral norms Personal cost Pro-environmental behaviour Quasi-experiment

Übergeordnetes Werk:	In: Current Research in Ecological and Social Psychology - Elsevier, 2021, 2(2021), Seite 100020-
Übergeordnetes Werk:	volume:2 ; year:2021 ; pages:100020-

Links:	Link aufrufen Link aufrufen Link aufrufen Journal toc

DOI / URN:	10.1016/j.cresp.2021.100020

Katalog-ID:	DOAJ003136469

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520			\|a The adoption of sustainable lifestyles plays a key role in mitigating climate change. Previous research has found that social norms—beliefs about what most people do and approve of—profoundly impact individual engagement in pro-environmental behaviour. However, little is known about personal and contextual factors that moderate social norm interventions' effectiveness in motivating pro-environmental engagement. The present work conducted two quasi-experimental studies (N = 1501 and N = 237) on a sample of American adults to address this gap. The studies investigated how individual moral norms and personal costs associated with ''acting green'' influence the effectiveness of descriptive norm messages that ask individuals to make a pro-environmental pledge. We found that the strength of moral norms did not moderate the effect of social norms on making a pro-environmental pledge. Rather, our findings suggest that the mere activation of one's moral norms—regardless of how strong they are—can eliminate the effect of social descriptive cues on making a pro-environmental pledge. Finally, we found no evidence that social descriptive norm interventions better promote pro-environmental pledges that require relatively little time and effort for participants to formulate (i.e. low-cost pledges) than commitments that require more cognitive time and effort (i.e. high-cost pledges). Although we note that these findings are preliminary, they offer new insights on the interplay between social and moral norms and help set an agenda for future research on potential moderators of social norm interventions.
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allfields_unstemmed	10.1016/j.cresp.2021.100020 doi (DE-627)DOAJ003136469 (DE-599)DOAJccd69ff865dc4bfa8deead7590bad7b2 DE-627 ger DE-627 rakwb eng BF1-990 Ondřej Kácha verfasserin aut The moderating role of moral norms and personal cost in compliance with pro-environmental social norms 2021 Text txt rdacontent Computermedien c rdamedia Online-Ressource cr rdacarrier The adoption of sustainable lifestyles plays a key role in mitigating climate change. Previous research has found that social norms—beliefs about what most people do and approve of—profoundly impact individual engagement in pro-environmental behaviour. However, little is known about personal and contextual factors that moderate social norm interventions' effectiveness in motivating pro-environmental engagement. The present work conducted two quasi-experimental studies (N = 1501 and N = 237) on a sample of American adults to address this gap. The studies investigated how individual moral norms and personal costs associated with ''acting green'' influence the effectiveness of descriptive norm messages that ask individuals to make a pro-environmental pledge. We found that the strength of moral norms did not moderate the effect of social norms on making a pro-environmental pledge. Rather, our findings suggest that the mere activation of one's moral norms—regardless of how strong they are—can eliminate the effect of social descriptive cues on making a pro-environmental pledge. Finally, we found no evidence that social descriptive norm interventions better promote pro-environmental pledges that require relatively little time and effort for participants to formulate (i.e. low-cost pledges) than commitments that require more cognitive time and effort (i.e. high-cost pledges). Although we note that these findings are preliminary, they offer new insights on the interplay between social and moral norms and help set an agenda for future research on potential moderators of social norm interventions. Social norms Moral norms Personal cost Pro-environmental behaviour Quasi-experiment Psychology Sander van der Linden verfasserin aut In Current Research in Ecological and Social Psychology Elsevier, 2021 2(2021), Seite 100020- (DE-627)1778309062 26666227 nnns volume:2 year:2021 pages:100020- https://doi.org/10.1016/j.cresp.2021.100020 kostenfrei https://doaj.org/article/ccd69ff865dc4bfa8deead7590bad7b2 kostenfrei http://www.sciencedirect.com/science/article/pii/S2666622721000137 kostenfrei https://doaj.org/toc/2666-6227 Journal toc kostenfrei GBV_USEFLAG_A SYSFLAG_A GBV_DOAJ GBV_ILN_11 GBV_ILN_20 GBV_ILN_22 GBV_ILN_23 GBV_ILN_24 GBV_ILN_31 GBV_ILN_39 GBV_ILN_40 GBV_ILN_60 GBV_ILN_62 GBV_ILN_63 GBV_ILN_65 GBV_ILN_69 GBV_ILN_70 GBV_ILN_73 GBV_ILN_74 GBV_ILN_95 GBV_ILN_105 GBV_ILN_110 GBV_ILN_151 GBV_ILN_161 GBV_ILN_206 GBV_ILN_213 GBV_ILN_224 GBV_ILN_230 GBV_ILN_285 GBV_ILN_293 GBV_ILN_602 GBV_ILN_2001 GBV_ILN_2003 GBV_ILN_2005 GBV_ILN_2006 GBV_ILN_2007 GBV_ILN_2008 GBV_ILN_2009 GBV_ILN_2010 GBV_ILN_2011 GBV_ILN_2014 GBV_ILN_2015 GBV_ILN_2020 GBV_ILN_2021 GBV_ILN_2025 GBV_ILN_2026 GBV_ILN_2027 GBV_ILN_2034 GBV_ILN_2038 GBV_ILN_2044 GBV_ILN_2048 GBV_ILN_2049 GBV_ILN_2050 GBV_ILN_2055 GBV_ILN_2056 GBV_ILN_2059 GBV_ILN_2061 GBV_ILN_2064 GBV_ILN_2086 GBV_ILN_2088 GBV_ILN_2106 GBV_ILN_2110 GBV_ILN_2112 GBV_ILN_2122 GBV_ILN_2129 GBV_ILN_2143 GBV_ILN_2152 GBV_ILN_2153 GBV_ILN_2190 GBV_ILN_2232 GBV_ILN_2336 GBV_ILN_2470 GBV_ILN_2507 GBV_ILN_4012 GBV_ILN_4035 GBV_ILN_4037 GBV_ILN_4112 GBV_ILN_4125 GBV_ILN_4126 GBV_ILN_4242 GBV_ILN_4249 GBV_ILN_4251 GBV_ILN_4305 GBV_ILN_4306 GBV_ILN_4307 GBV_ILN_4313 GBV_ILN_4322 GBV_ILN_4323 GBV_ILN_4324 GBV_ILN_4325 GBV_ILN_4326 GBV_ILN_4333 GBV_ILN_4334 GBV_ILN_4335 GBV_ILN_4338 GBV_ILN_4367 GBV_ILN_4393 GBV_ILN_4700 AR 2 2021 100020-
allfieldsGer	10.1016/j.cresp.2021.100020 doi (DE-627)DOAJ003136469 (DE-599)DOAJccd69ff865dc4bfa8deead7590bad7b2 DE-627 ger DE-627 rakwb eng BF1-990 Ondřej Kácha verfasserin aut The moderating role of moral norms and personal cost in compliance with pro-environmental social norms 2021 Text txt rdacontent Computermedien c rdamedia Online-Ressource cr rdacarrier The adoption of sustainable lifestyles plays a key role in mitigating climate change. Previous research has found that social norms—beliefs about what most people do and approve of—profoundly impact individual engagement in pro-environmental behaviour. However, little is known about personal and contextual factors that moderate social norm interventions' effectiveness in motivating pro-environmental engagement. The present work conducted two quasi-experimental studies (N = 1501 and N = 237) on a sample of American adults to address this gap. The studies investigated how individual moral norms and personal costs associated with ''acting green'' influence the effectiveness of descriptive norm messages that ask individuals to make a pro-environmental pledge. We found that the strength of moral norms did not moderate the effect of social norms on making a pro-environmental pledge. Rather, our findings suggest that the mere activation of one's moral norms—regardless of how strong they are—can eliminate the effect of social descriptive cues on making a pro-environmental pledge. Finally, we found no evidence that social descriptive norm interventions better promote pro-environmental pledges that require relatively little time and effort for participants to formulate (i.e. low-cost pledges) than commitments that require more cognitive time and effort (i.e. high-cost pledges). Although we note that these findings are preliminary, they offer new insights on the interplay between social and moral norms and help set an agenda for future research on potential moderators of social norm interventions. Social norms Moral norms Personal cost Pro-environmental behaviour Quasi-experiment Psychology Sander van der Linden verfasserin aut In Current Research in Ecological and Social Psychology Elsevier, 2021 2(2021), Seite 100020- (DE-627)1778309062 26666227 nnns volume:2 year:2021 pages:100020- https://doi.org/10.1016/j.cresp.2021.100020 kostenfrei https://doaj.org/article/ccd69ff865dc4bfa8deead7590bad7b2 kostenfrei http://www.sciencedirect.com/science/article/pii/S2666622721000137 kostenfrei https://doaj.org/toc/2666-6227 Journal toc kostenfrei GBV_USEFLAG_A SYSFLAG_A GBV_DOAJ GBV_ILN_11 GBV_ILN_20 GBV_ILN_22 GBV_ILN_23 GBV_ILN_24 GBV_ILN_31 GBV_ILN_39 GBV_ILN_40 GBV_ILN_60 GBV_ILN_62 GBV_ILN_63 GBV_ILN_65 GBV_ILN_69 GBV_ILN_70 GBV_ILN_73 GBV_ILN_74 GBV_ILN_95 GBV_ILN_105 GBV_ILN_110 GBV_ILN_151 GBV_ILN_161 GBV_ILN_206 GBV_ILN_213 GBV_ILN_224 GBV_ILN_230 GBV_ILN_285 GBV_ILN_293 GBV_ILN_602 GBV_ILN_2001 GBV_ILN_2003 GBV_ILN_2005 GBV_ILN_2006 GBV_ILN_2007 GBV_ILN_2008 GBV_ILN_2009 GBV_ILN_2010 GBV_ILN_2011 GBV_ILN_2014 GBV_ILN_2015 GBV_ILN_2020 GBV_ILN_2021 GBV_ILN_2025 GBV_ILN_2026 GBV_ILN_2027 GBV_ILN_2034 GBV_ILN_2038 GBV_ILN_2044 GBV_ILN_2048 GBV_ILN_2049 GBV_ILN_2050 GBV_ILN_2055 GBV_ILN_2056 GBV_ILN_2059 GBV_ILN_2061 GBV_ILN_2064 GBV_ILN_2086 GBV_ILN_2088 GBV_ILN_2106 GBV_ILN_2110 GBV_ILN_2112 GBV_ILN_2122 GBV_ILN_2129 GBV_ILN_2143 GBV_ILN_2152 GBV_ILN_2153 GBV_ILN_2190 GBV_ILN_2232 GBV_ILN_2336 GBV_ILN_2470 GBV_ILN_2507 GBV_ILN_4012 GBV_ILN_4035 GBV_ILN_4037 GBV_ILN_4112 GBV_ILN_4125 GBV_ILN_4126 GBV_ILN_4242 GBV_ILN_4249 GBV_ILN_4251 GBV_ILN_4305 GBV_ILN_4306 GBV_ILN_4307 GBV_ILN_4313 GBV_ILN_4322 GBV_ILN_4323 GBV_ILN_4324 GBV_ILN_4325 GBV_ILN_4326 GBV_ILN_4333 GBV_ILN_4334 GBV_ILN_4335 GBV_ILN_4338 GBV_ILN_4367 GBV_ILN_4393 GBV_ILN_4700 AR 2 2021 100020-
allfieldsSound	10.1016/j.cresp.2021.100020 doi (DE-627)DOAJ003136469 (DE-599)DOAJccd69ff865dc4bfa8deead7590bad7b2 DE-627 ger DE-627 rakwb eng BF1-990 Ondřej Kácha verfasserin aut The moderating role of moral norms and personal cost in compliance with pro-environmental social norms 2021 Text txt rdacontent Computermedien c rdamedia Online-Ressource cr rdacarrier The adoption of sustainable lifestyles plays a key role in mitigating climate change. Previous research has found that social norms—beliefs about what most people do and approve of—profoundly impact individual engagement in pro-environmental behaviour. However, little is known about personal and contextual factors that moderate social norm interventions' effectiveness in motivating pro-environmental engagement. The present work conducted two quasi-experimental studies (N = 1501 and N = 237) on a sample of American adults to address this gap. The studies investigated how individual moral norms and personal costs associated with ''acting green'' influence the effectiveness of descriptive norm messages that ask individuals to make a pro-environmental pledge. We found that the strength of moral norms did not moderate the effect of social norms on making a pro-environmental pledge. Rather, our findings suggest that the mere activation of one's moral norms—regardless of how strong they are—can eliminate the effect of social descriptive cues on making a pro-environmental pledge. Finally, we found no evidence that social descriptive norm interventions better promote pro-environmental pledges that require relatively little time and effort for participants to formulate (i.e. low-cost pledges) than commitments that require more cognitive time and effort (i.e. high-cost pledges). Although we note that these findings are preliminary, they offer new insights on the interplay between social and moral norms and help set an agenda for future research on potential moderators of social norm interventions. Social norms Moral norms Personal cost Pro-environmental behaviour Quasi-experiment Psychology Sander van der Linden verfasserin aut In Current Research in Ecological and Social Psychology Elsevier, 2021 2(2021), Seite 100020- (DE-627)1778309062 26666227 nnns volume:2 year:2021 pages:100020- https://doi.org/10.1016/j.cresp.2021.100020 kostenfrei https://doaj.org/article/ccd69ff865dc4bfa8deead7590bad7b2 kostenfrei http://www.sciencedirect.com/science/article/pii/S2666622721000137 kostenfrei https://doaj.org/toc/2666-6227 Journal toc kostenfrei GBV_USEFLAG_A SYSFLAG_A GBV_DOAJ GBV_ILN_11 GBV_ILN_20 GBV_ILN_22 GBV_ILN_23 GBV_ILN_24 GBV_ILN_31 GBV_ILN_39 GBV_ILN_40 GBV_ILN_60 GBV_ILN_62 GBV_ILN_63 GBV_ILN_65 GBV_ILN_69 GBV_ILN_70 GBV_ILN_73 GBV_ILN_74 GBV_ILN_95 GBV_ILN_105 GBV_ILN_110 GBV_ILN_151 GBV_ILN_161 GBV_ILN_206 GBV_ILN_213 GBV_ILN_224 GBV_ILN_230 GBV_ILN_285 GBV_ILN_293 GBV_ILN_602 GBV_ILN_2001 GBV_ILN_2003 GBV_ILN_2005 GBV_ILN_2006 GBV_ILN_2007 GBV_ILN_2008 GBV_ILN_2009 GBV_ILN_2010 GBV_ILN_2011 GBV_ILN_2014 GBV_ILN_2015 GBV_ILN_2020 GBV_ILN_2021 GBV_ILN_2025 GBV_ILN_2026 GBV_ILN_2027 GBV_ILN_2034 GBV_ILN_2038 GBV_ILN_2044 GBV_ILN_2048 GBV_ILN_2049 GBV_ILN_2050 GBV_ILN_2055 GBV_ILN_2056 GBV_ILN_2059 GBV_ILN_2061 GBV_ILN_2064 GBV_ILN_2086 GBV_ILN_2088 GBV_ILN_2106 GBV_ILN_2110 GBV_ILN_2112 GBV_ILN_2122 GBV_ILN_2129 GBV_ILN_2143 GBV_ILN_2152 GBV_ILN_2153 GBV_ILN_2190 GBV_ILN_2232 GBV_ILN_2336 GBV_ILN_2470 GBV_ILN_2507 GBV_ILN_4012 GBV_ILN_4035 GBV_ILN_4037 GBV_ILN_4112 GBV_ILN_4125 GBV_ILN_4126 GBV_ILN_4242 GBV_ILN_4249 GBV_ILN_4251 GBV_ILN_4305 GBV_ILN_4306 GBV_ILN_4307 GBV_ILN_4313 GBV_ILN_4322 GBV_ILN_4323 GBV_ILN_4324 GBV_ILN_4325 GBV_ILN_4326 GBV_ILN_4333 GBV_ILN_4334 GBV_ILN_4335 GBV_ILN_4338 GBV_ILN_4367 GBV_ILN_4393 GBV_ILN_4700 AR 2 2021 100020-
language	English
source	In Current Research in Ecological and Social Psychology 2(2021), Seite 100020- volume:2 year:2021 pages:100020-
sourceStr	In Current Research in Ecological and Social Psychology 2(2021), Seite 100020- volume:2 year:2021 pages:100020-
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topic_facet	Social norms Moral norms Personal cost Pro-environmental behaviour Quasi-experiment Psychology
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container_title	Current Research in Ecological and Social Psychology
authorswithroles_txt_mv	Ondřej Kácha @@aut@@ Sander van der Linden @@aut@@
publishDateDaySort_date	2021-01-01T00:00:00Z
hierarchy_top_id	1778309062
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language_de	englisch
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callnumber-first	B - Philosophy, Psychology, Religion
author	Ondřej Kácha
spellingShingle	Ondřej Kácha misc BF1-990 misc Social norms misc Moral norms misc Personal cost misc Pro-environmental behaviour misc Quasi-experiment misc Psychology The moderating role of moral norms and personal cost in compliance with pro-environmental social norms
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topic_title	BF1-990 The moderating role of moral norms and personal cost in compliance with pro-environmental social norms Social norms Moral norms Personal cost Pro-environmental behaviour Quasi-experiment
topic	misc BF1-990 misc Social norms misc Moral norms misc Personal cost misc Pro-environmental behaviour misc Quasi-experiment misc Psychology
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title	The moderating role of moral norms and personal cost in compliance with pro-environmental social norms
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title_full	The moderating role of moral norms and personal cost in compliance with pro-environmental social norms
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title_sort	moderating role of moral norms and personal cost in compliance with pro-environmental social norms
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title_auth	The moderating role of moral norms and personal cost in compliance with pro-environmental social norms
abstract	The adoption of sustainable lifestyles plays a key role in mitigating climate change. Previous research has found that social norms—beliefs about what most people do and approve of—profoundly impact individual engagement in pro-environmental behaviour. However, little is known about personal and contextual factors that moderate social norm interventions' effectiveness in motivating pro-environmental engagement. The present work conducted two quasi-experimental studies (N = 1501 and N = 237) on a sample of American adults to address this gap. The studies investigated how individual moral norms and personal costs associated with ''acting green'' influence the effectiveness of descriptive norm messages that ask individuals to make a pro-environmental pledge. We found that the strength of moral norms did not moderate the effect of social norms on making a pro-environmental pledge. Rather, our findings suggest that the mere activation of one's moral norms—regardless of how strong they are—can eliminate the effect of social descriptive cues on making a pro-environmental pledge. Finally, we found no evidence that social descriptive norm interventions better promote pro-environmental pledges that require relatively little time and effort for participants to formulate (i.e. low-cost pledges) than commitments that require more cognitive time and effort (i.e. high-cost pledges). Although we note that these findings are preliminary, they offer new insights on the interplay between social and moral norms and help set an agenda for future research on potential moderators of social norm interventions.
abstractGer	The adoption of sustainable lifestyles plays a key role in mitigating climate change. Previous research has found that social norms—beliefs about what most people do and approve of—profoundly impact individual engagement in pro-environmental behaviour. However, little is known about personal and contextual factors that moderate social norm interventions' effectiveness in motivating pro-environmental engagement. The present work conducted two quasi-experimental studies (N = 1501 and N = 237) on a sample of American adults to address this gap. The studies investigated how individual moral norms and personal costs associated with ''acting green'' influence the effectiveness of descriptive norm messages that ask individuals to make a pro-environmental pledge. We found that the strength of moral norms did not moderate the effect of social norms on making a pro-environmental pledge. Rather, our findings suggest that the mere activation of one's moral norms—regardless of how strong they are—can eliminate the effect of social descriptive cues on making a pro-environmental pledge. Finally, we found no evidence that social descriptive norm interventions better promote pro-environmental pledges that require relatively little time and effort for participants to formulate (i.e. low-cost pledges) than commitments that require more cognitive time and effort (i.e. high-cost pledges). Although we note that these findings are preliminary, they offer new insights on the interplay between social and moral norms and help set an agenda for future research on potential moderators of social norm interventions.
abstract_unstemmed	The adoption of sustainable lifestyles plays a key role in mitigating climate change. Previous research has found that social norms—beliefs about what most people do and approve of—profoundly impact individual engagement in pro-environmental behaviour. However, little is known about personal and contextual factors that moderate social norm interventions' effectiveness in motivating pro-environmental engagement. The present work conducted two quasi-experimental studies (N = 1501 and N = 237) on a sample of American adults to address this gap. The studies investigated how individual moral norms and personal costs associated with ''acting green'' influence the effectiveness of descriptive norm messages that ask individuals to make a pro-environmental pledge. We found that the strength of moral norms did not moderate the effect of social norms on making a pro-environmental pledge. Rather, our findings suggest that the mere activation of one's moral norms—regardless of how strong they are—can eliminate the effect of social descriptive cues on making a pro-environmental pledge. Finally, we found no evidence that social descriptive norm interventions better promote pro-environmental pledges that require relatively little time and effort for participants to formulate (i.e. low-cost pledges) than commitments that require more cognitive time and effort (i.e. high-cost pledges). Although we note that these findings are preliminary, they offer new insights on the interplay between social and moral norms and help set an agenda for future research on potential moderators of social norm interventions.
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title_short	The moderating role of moral norms and personal cost in compliance with pro-environmental social norms
url	https://doi.org/10.1016/j.cresp.2021.100020 https://doaj.org/article/ccd69ff865dc4bfa8deead7590bad7b2 http://www.sciencedirect.com/science/article/pii/S2666622721000137 https://doaj.org/toc/2666-6227
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The moderating role of moral norms and personal cost in compliance with pro-environmental social norms

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