Conflicting norms highlight the need for action

McDonald, Rachel I., Fielding, Kelly S. and Louis, Winnifred R. (2014) Conflicting norms highlight the need for action. Environment and Behavior, 46 2: 139-162. doi:10.1177/0013916512453992

Author McDonald, Rachel I.
Fielding, Kelly S.
Louis, Winnifred R.
Title Conflicting norms highlight the need for action
Journal name Environment and Behavior   Check publisher's open access policy
ISSN 0013-9165
Publication date 2014
Year available 2012
Sub-type Article (original research)
DOI 10.1177/0013916512453992
Open Access Status
Volume 46
Issue 2
Start page 139
End page 162
Total pages 24
Place of publication Thousand Oaks, CA, United States
Publisher Sage
Collection year 2013
Language eng
Abstract Previous research has not addressed the possibility that people may face conflicting norms of pro-environmental behavior from their multiple in-groups. Across two studies, the authors test competing hypotheses: People may be demotivated by norm conflict, or conversely, norm conflict may motivate people to action. The results of both studies suggest a clearly motivating effect of conflict. Norm conflict was associated with decreased water usage (i.e., increased water conservation) in Study 1, and increased pro-environmental behavior intentions in Study 2. The effects of conflict were partially mediated by perceived effectiveness in Study 2. Although these initial findings indicate that conflict motivates rather than hinders behavioral engagement, future research should investigate whether the nature of the influence of norm conflict depends on factors such as issue importance.
Q-Index Code C1
Q-Index Status Confirmed Code
Institutional Status UQ
Additional Notes Published online before print September 10 2012

Document type: Journal Article
Sub-type: Article (original research)
Collections: Institute for Social Science Research - Publications
Official 2013 Collection
School of Psychology Publications
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Citation counts: TR Web of Science Citation Count  Cited 11 times in Thomson Reuters Web of Science Article | Citations
Scopus Citation Count Cited 13 times in Scopus Article | Citations
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Created: Fri, 12 Apr 2013, 15:47:03 EST by Mrs Alison Pike on behalf of School of Psychology