Why not use personal norms in message framing? : Understanding the importance of self-consciousness and green preference when promoting pro-environmental behaviour

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Zhou, Yuanyuan and Wilson, Juliette and Karampela, Maria and de Groot, Judith (2026) Why not use personal norms in message framing? : Understanding the importance of self-consciousness and green preference when promoting pro-environmental behaviour. Journal of Environmental Psychology, 110. pp. 1-52. 102938. ISSN 1522-9610 (https://doi.org/10.1016/j.jenvp.2026.102938)

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Abstract

Normative messages are an established way to promote pro-environmental behaviour. However, research examining the conditions under which such messages are effective predominantly focus on social rather than personal norms. As personal norms have been identified as a much stronger predictor of pro-environmental behaviour, the present study examined the mechanisms through which personal rather than social normative messages enable people to act in line with these norms. In two experimental studies (N=200 and N=249), in which normative messages and self-consciousness were manipulated, findings reveal that personal normative messages positively impact intentions to re-use hotel towels indirectly through one’s green preference on both studies, and directly as well in Study 2. Furthermore, these (in)direct effects are negatively moderated through one’s self-consciousness. These mechanisms through which personal normative messages vary in their effectiveness in promoting re-using towels, advances our understanding of how personal rather than social normative messages can be used to promote pro-environmental behaviour change.

ORCID iDs

Zhou, Yuanyuan, Wilson, Juliette ORCID logoORCID: https://orcid.org/0000-0002-4932-0473, Karampela, Maria and de Groot, Judith;
CORE (COnnecting REpositories)