Actions Speak Louder than Words: Investigating the Interplay between Descriptive and Injunctive Norms to Promote Alternative Fuel Vehicles

Abstract

Environmental problems are escalating. Alternate fuel vehicles are a technologically viable solution to curb transport-related pollution and greenhouse gas emissions that cause environmental problems. Based on the theory of norms-driven behavior, this study explains how the underlying facets of subjective social norms (injunctive and descriptive) are linked with personal norms (integrated and introjected) and how this linkage leads to eco-socially conscious consumer behavior related to the choice and use of personal cars. Data were collected from 687 automobile customers from eight large cities in Pakistan. The partial least squares structural equation modeling approach was employed to test the hypothesized relationships of the study. The results showed that subjective norms are positively associated with personal norms, and both together lead to eco-socially conscious consumers’ behavior related to the choice and use of personal cars. Implications for marketers are suggested to promote alternate fuel vehicles and the eco-social use of personal cars.

Presumption of Green Electronic Appliances Purchase Intention: The Mediating Role of Personal Moral Norms

“…Injunctive norms represent social norms and refer to the degree to which a specific behavior is commonly accepted or not [42]. It refers to an individual's belief regarding the significant social web around them, and whether they believe that one is complying and abiding by the social pressure [43].…”

Application of Global Reporting Initiative (GRI) Principles for Measuring Quality of Corporate Social Responsibility (CSR) Disclosure: Evidence from Pakistan

“…While the sampled companies discussed ethical statements and business activities in their annual reports, for example, compliance with environmental law [67], honest dealing with employees, fair competition [68], and anti-trust laws, this research found that ethical behavior took on a symbolic gesture, and did not find any specific metrics that the sampled companies used to assess their performance. Therefore, the annual report of sampled companies cannot help stakeholders judge their accuracy (GRI P7 Accuracy).…”

Cultural influences on the effects of social norm appeals

“…Individuals are driven to enact a certain behaviour by the potential social rewards or punishments associated with this action [ 8 ]. Both types of social norms are well suited to tackle collective action problems, effectively promoting environmental behaviours [ 11 ] such as recycling [ 12 ], reducing public littering [ 8 ], energy conservation [ 13 ], choosing alternate fuel vehicles [ 14 ] and taking climate actions [ 15 ].…”