The Norm Activation Model: An exploration of the functions of anticipated pride and guilt in pro-environmental behaviour

•Increase understanding of pro-environmental decision making.•Explore how anticipated pride and guilt relate to the Norm Activation Model.•Anticipated emotions mediate impact of personal norms on pro-environmental behaviour.•This self-regulatory function remains present in an integrated NAM–TPB mode...

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Bibliographic Details
Published in:Journal of economic psychology 2013-12, Vol.39, p.141-153
Main Authors: Onwezen, Marleen C., Antonides, Gerrit, Bartels, Jos
Format: Article
Language:English
Subjects:
Applied psychology
Behavior. Attitude
Biological and medical sciences
Consumer Attitudes & Behavior
Economic behaviour
Economic psychology
Emotion
Emotions
Environment. Ecology
Environmental protection
Functional analysis
Fundamental and applied biological sciences. Psychology
General Environmental Economics
Netherlands
Norms
Pollution control
Psychology. Psychoanalysis. Psychiatry
Psychology. Psychophysiology
Regulatory reform
Self control
Self-regulation
Social psychology
Social sciences
Studies
sustainable
Western Europe
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Summary:•Increase understanding of pro-environmental decision making.•Explore how anticipated pride and guilt relate to the Norm Activation Model.•Anticipated emotions mediate impact of personal norms on pro-environmental behaviour.•This self-regulatory function remains present in an integrated NAM–TPB model. The Norm Activation Model (NAM; Schwartz, 1977) is a vested model that explains altruistic and environmentally friendly behaviour. Although research states that anticipated pride and guilt are associated with the NAM, these associations are not yet fully understood. The current study provides an overview of the literature that refers to anticipated pride and guilt within the NAM. Moreover, we aim to increase our understanding of these associations through theoretical arguments and a study conducted in the Netherlands. We hypothesised that anticipated pride and guilt cause individuals to behave themselves in a manner that is in line with personal norms. This proposition regarding the self-regulatory function of anticipated pride and guilt was confirmed by our study; anticipated emotions mediate the effects of personal norms on behaviour. These associations remained after including the Theory of Planned Behaviour in the NAM, although in the integrated NAM–TPB model, anticipated emotions affected behaviour via behavioural intentions. Implications regarding these findings are discussed.
ISSN:0167-4870
1872-7719
DOI:10.1016/j.joep.2013.07.005