How normative appeals influence pro-environmental behavior: The role of individualism and collectivism

The relationship between social norms and pro-environmental consumer behavior is well established, but what moderates this norm-sustainability relationship is much less clear. Previous studies reported inconclusive results regarding the effects of culture. This paper aims to shed light on the reported discrepancies by conducting an indepth investigation on the effect of two central cultural dimensions, individualism, and collectivism, both on a macro (national culture) and a micro (individual self-construal) level. Specifically, the normative influence on pro-environmental behavioral intentions is analyzed for two different countries, the US and China, and insights are provided into the importance of descriptive and injunctive normative appeals in relation to the activated selfconstrual level. The quantitative results confirm that injunctive and descriptive normative appeals are stronger motivators of pro-environmental behavioral intentions in collectivistic (e.g., China) than in individualistic (e.g., the US) cultures. To clarify the discrepancies in previous research on norm-sustainability, how the effect of injunctive and descriptive normative appeals changes depending on the activated selfconstrual level in different cultures is demonstrated. The findings from this study are important from a theoretical perspective in that they improve the understanding of the effects of social norms on pro-environmental behavior. From a managerial perspective, it is demonstrated how individualism and collectivism on the one hand, and selfconstrual on the other hand, separately and in combination, can strengthen the effect of normative appeals on pro-environmental behavioral intentions. In conclusion, the study also identifies some promising new research avenues.