Motivating COVID-19 Mitigation Actions via Personal Norm: An Extension of the Norm Activation Model

Although the occupancy rate of green hotels is a hot topic in the sustainable tourism economy, few empirical studies have used the expanded norm activation model to explore what drives consumers’ intentions to stay at green hotels. This study took environmental concern and perceived consumer effectiveness as antecedents, and perceived price, policy, and publicity as moderator variables to broaden the norm activation mode to explore consumers’ willingness to stay at green hotels. The hypothesis was tested in a survey that comprised a sample size of 435 participants in China. The outcomes exhibited environmental concern, and perceived consumer effectiveness as having a significant positive influence on personal norm and behavioral intention. Perceived price, as the external cost, negatively moderated the relationship between personal norm and consumers’ behavioral intentions. Policy and publicity had a positive moderating impact on the link between personal norms and consumers’ behavioral intentions.

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Drivers of Residents’ Home Composting Intention: Integrating the Theory of Planned Behavior, the Norm Activation Model, and the Moderating Role of Composting Knowledge

Sustainability ◽

10.3390/su13126826 ◽

2021 ◽

Vol 13 (12) ◽

pp. 6826

Author(s):

Hamid Rastegari Rastegari Kopaei ◽

Mehdi Nooripoor ◽

Ayatollah Karami ◽

Ruxandra Malina Petrescu-Mag ◽

Dacinia Crina Petrescu

Keyword(s):

Cluster Analysis ◽

Discriminant Analysis ◽

Behavioral Intention ◽

Subjective Norm ◽

Integrated Model ◽

Activation Model ◽

Personal Norm ◽

Home Composting ◽

Moderating Role

Home composting is judged as an effective municipal waste management option in which household contribution is essential, but it has a low adoption. The objectives of the study were to determine the factors that influence home composting intention and identify the moderating role of composting knowledge in the model, using the combined model of the theory of planned behavior (TPB) and norm activation model (NAM). A structured questionnaire was applied to a sample of 367 residents of Isfahan city, Iran, randomly selected. Data were analyzed using cluster analysis, discriminant analysis, PLS-SEM, and PLS-MGA. Cluster analysis grouped the three clusters based on the constructs of the integrated model, and this result was confirmed by discriminant analysis. Findings show that attitude, subjective norm, and perceived behavior control can predict the intention to compost. Study results confirmed the positive effect of awareness of the consequences of composting on ascribed responsibility to compost at home, of responsibility to the personal norm, and of the personal norm on intention to compost at home. Furthermore, it was observed that composting knowledge moderates the relationship between subjective norm and behavioral intention, and the one between perceived behavioral control and behavioral intention. The integrated model had more predictive power than the TPB model. The fit statistic of the integrated model was good and 71% of the variance for intention behavior toward home composting. The insights on factors affecting residents’ intention to compost obtained from this study can be used in measures and programs that reinforce and stimulate home composting.

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Intention to Take COVID-19 Vaccine as a Precondition for International Travel: Application of Extended Norm-Activation Model

International Journal of Environmental Research and Public Health ◽

10.3390/ijerph18063104 ◽

2021 ◽

Vol 18 (6) ◽

pp. 3104

Author(s):

Aleksandar Radic ◽

Bonhak Koo ◽

Eloy Gil-Cordero ◽

Juan Pedro Cabrera-Sánchez ◽

Heesup Han

Keyword(s):

Media Coverage ◽

Global Economy ◽

Structural Equation ◽

International Travel ◽

Activation Model ◽

Final Model ◽

The Social ◽

Personal Norm ◽

Mandatory Vaccination ◽

Positive Effect

The COVID-19 pandemic is a serious threat to human health, the global economy, and the social fabrics of contemporary societies as many aspects of modern everyday life, including travel and leisure, have been shattered to pieces. Hence, a COVID-19 mandatory vaccination as a precondition for international travel is being debated in many countries. Thus, the present research aimed to study the intention to take the COVID-19 vaccine as a precondition for international travel using an extended Norm-Activation Model. The study model integrates a new construct, namely mass media coverage on COVID-19 vaccination as additional predictor of intention to take the COVID-19 vaccine. The survey data were collected from 1221 international travelers. Structural equation modelling shows a very good fit of the final model to the data; the conceptual model based on extended Norm-Activation Model was strongly supported. Awareness of consequences related to the COVID-19 pandemic on individuals’ health has shown a positive effect on individuals’ ascribed responsibility to adopt emotionally driven (anticipated pride and anticipated guilt) pro-social behaviors that activate a personal norm towards altruistic and pro-mandatory vaccination-friendly behavior. Theoretical and practical implications are discussed.

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Rational or Emotional? A Study on Organic Grocery Shopping

International Journal of Service Management and Sustainability ◽

10.24191/ijsms.v4i2.8064 ◽

2020 ◽

Vol 4 (2) ◽

pp. 51

Author(s):

Grace Phang Ing ◽

Liew Fung Chai

Keyword(s):

Purchase Intention ◽

Theory Of Planned Behaviour ◽

Organic Food ◽

Grocery Shopping ◽

Negative Consequences ◽

Mediating Effects ◽

Activation Model ◽

Food Purchase ◽

Self Interest ◽

Personal Norm

This paper examined organic food purchase intention among Malaysian grocery shoppers. Adopting the Theory of Planned Behaviour and Norm Activation Model, self-interest and pro-social factors were examined. Selfidentity was added to the framework as an additional variable in shaping the purchase intention of organic food and the mediating effects of the NAM were tested. A total of 131 valid responses were collected and analysed using SPSS v.24 and SmartPLS 3.0 software. The results indicated that purchases of grocery organic products are driven by both rational and emotional motives. There were significant impacts of perceived behavioural control, attitude, and personal norm on purchase intention of organic food. Interestingly, the results show that Malaysian shoppers did not use organic food as a mean to show socially desirable behaviours, but rather as a personal norm in which they were aware of the consequences and felt responsibilities to these negative consequences.

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Using the Theory of Plan Behavior and Norm Activation Model to Understand Individual Energy Conservation Behavior in Karachi, Pakistan

International Journal of Economic and Environmental Geology ◽

10.46660/ijeeg.vol10.iss1.2019.223 ◽

2019 ◽

Vol 10 (1) ◽

pp. 93-99

Author(s):

Faiz Rasool ◽

Nabeel A. Zuberi ◽

Naila Usman Siddiqui ◽

Munazza Madni

Keyword(s):

Energy Conservation ◽

Environmental Issues ◽

Subjective Norms ◽

Positive Relation ◽

Conservation Behavior ◽

Activation Model ◽

Significant Relation ◽

Environment Friendly ◽

Raising Awareness ◽

Personal Norm

The environmental problems are considered as a serious threat to the future of humanity. The adoption ofsustainable behaviors is considered a necessary step to deal with the environmental challenges. Energy conservationbehavior is an environment friendly behavior that has been promoted in many societies. Researchers have been studyingthe determinants of energy conservation behavior for many years, in western countries. However, energy conservationbehavior of individuals in the house has not received attention of researchers in Pakistan. In this study, theory of plannedbehavior and norm activation model are used to study energy conservation behavior of 1250 college and universitystudents in Karachi. Our results show that attitudes, subjective norms, awareness of consequences, ascription ofresponsibility and personal norm, all have a positive relation with energy conservation behavior. Socio-demographicvariables had no statistically significant relation with energy conservation. It is believed that electronic and social mediaand religious scholars can play a key role in raising awareness of environmental issues and encouraging the adoption ofenvironment friendly behaviors in Pakistan.

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Travelers’ Adoption Behavior towards Electric Vehicles in Lahore, Pakistan: An Extension of Norm Activation Model (NAM) Theory

Journal of Advanced Transportation ◽

10.1155/2021/7189411 ◽

2021 ◽

Vol 2021 ◽

pp. 1-14

Author(s):

Muhammad Ashraf Javid ◽

Nazam Ali ◽

Muhammad Abdullah ◽

Tiziana Campisi ◽

Syed Arif Hussain Shah

Keyword(s):

Factor Analysis ◽

Electric Vehicles ◽

Structural Equation ◽

Theoretical Background ◽

Equation Modeling ◽

Activation Model ◽

Willingness To Buy ◽

Personal Norm ◽

Positive Correlations ◽

Willingness To Use

This study aims to identify the travelers’ adoption behavior towards electric vehicles (EVs) using the theoretical background of the Norm Activation Model (NAM) theory. A questionnaire was designed and conducted in Lahore, Pakistan. A total of 402 usable samples were obtained. The collected data were analyzed using factor analysis and Structural Equation Modeling methods. The factor analysis confirmed the hypothesis of the statements designed according to the NAM theory, that is, awareness of consequences (AC), ascription of responsibility (AR), and personal norm (PN). Other factor analyses resulted in the following reliable factors: social and economic values (SEV), personal preferences (PP), willingness to buy (Buy), and willingness to use (Use) of an EV. The results of SEM revealed that the AC, AR, and SEV are significant predictors of PN, whereas the PN and PP are also positive predictors of travelers’ willingness to buy and use. The young travelers (≤30 years), motorcycle users, employees, and trip distance (>10 km) have significant and positive correlations with the PN. The car ownership status of travelers has a positive correlation with the ownership and usage of EVs. Suitable behavioral intervention techniques were derived to promote the ownership and usage of EVs in the context of developing regions.

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Using the Theory of Plan Behavior and Norm Activation Model to Understand Individual Energy Conservation Behavior in Karachi, Pakistan

International Journal of Economic and Environmental Geology ◽

10.46660/ojs.v10i1.223 ◽

2019 ◽

Vol 10 (1) ◽

pp. 93-99

Author(s):

Faiz Rasool ◽

Nabeel A. Zuberi ◽

Naila Usman Siddiqui ◽

Munazza Madni

Keyword(s):

Energy Conservation ◽

Environmental Issues ◽

Subjective Norms ◽

Positive Relation ◽

Conservation Behavior ◽

Activation Model ◽

Significant Relation ◽

Environment Friendly ◽

Raising Awareness ◽

Personal Norm

The environmental problems are considered as a serious threat to the future of humanity. The adoption ofsustainable behaviors is considered a necessary step to deal with the environmental challenges. Energy conservationbehavior is an environment friendly behavior that has been promoted in many societies. Researchers have been studyingthe determinants of energy conservation behavior for many years, in western countries. However, energy conservationbehavior of individuals in the house has not received attention of researchers in Pakistan. In this study, theory of plannedbehavior and norm activation model are used to study energy conservation behavior of 1250 college and universitystudents in Karachi. Our results show that attitudes, subjective norms, awareness of consequences, ascription ofresponsibility and personal norm, all have a positive relation with energy conservation behavior. Socio-demographicvariables had no statistically significant relation with energy conservation. It is believed that electronic and social mediaand religious scholars can play a key role in raising awareness of environmental issues and encouraging the adoption ofenvironment friendly behaviors in Pakistan.

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Pengembangan Model dan Simulasi Berbasis Agen untuk Adopsi Layanan Bank Sampah di Kota Semarang

JURNAL Al-AZHAR INDONESIA SERI SAINS DAN TEKNOLOGI ◽

10.36722/sst.v5i3.371 ◽

2020 ◽

Vol 5 (3) ◽

pp. 111

Author(s):

Halim Qista Karima ◽

Bertha Maya Sopha

Keyword(s):

Public Participation ◽

Social Norm ◽

Agent Based Modeling ◽

Activation Model ◽

Agent Based ◽

Personal Norm ◽

Waste Bank ◽

Waste Separation ◽

Separation Behavior

Abstrak - Pemerintah Kota Semarang melakukan pembentukan bank sampah untuk menekan jumlah sampah di tempat pembuangan akhir. Masih bayak masyarakat di Kota Semarang yang belum mengikuti program tersebut. Pada penelitian ini dilakukan pemodelan untuk meningkatkan partisipasi masyarakat dalam mengelola sampah. Keikutsertaan masyarakat dipengaruhi oleh beberapa faktor yaitu intention, sosial norm, jarak menuju recyclingsiteagent dan outcome. Intention seseorang dalam melakukan pengelolaan sampah secara signifikan dipengaruhi oleh awareness of consequences, ascription of responsibility dan personal norm. Pemodelan dan skenario menggunakan metode agent based modeling, menghasilkan usulan kebijakan yaitu dengan mendirikan empat bank sampah. Melalui keputusan tersebut mampu menghasilkan 93% partisipasi rumah tangga dalam mengelola sampah dan 2,4 ton sampah yang dikumpulkan hingga periode ke 60 minggu.Abstract - Semarang government has established a Waste Bank to reduce the amount of waste in landfills. There are still many people in Semarang who have not participated in this program. This research modeling aims to increase public participation in managing waste. Public participation is influenced by intention, social norm, and distance to recycling site agents as well as the outcome. An intention to of managing waste is significantly influenced by awareness of consequences, the ascription of responsibility and personal norm. In this study using agent-based modeling. The results obtained from this model and scenarios are the intervention to establishing four Waste Bank. It produced 93% of households participating in managing waste and 2.4 tons of garbage collected in the 60 weeks.Keywords – Agent-based modeling, Norm Activation Model, Waste Separation Behavior, Bank Sampah,

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