ROLES OF COGNITIVE, AFFECTIVE, SOCIAL, AND SITUATIONAL FACTORS IN NORM ACTIVATION THEORY: EVIDENCE FOR RECYCLING BEHAVIOR

Abstract

Norm activation theory (NAT) provides an effective approach to understanding pro-environmental consumer behaviors such as recycling. The theory proposes that the primary driver of behavior is personal norms, which are promoted by awareness of consequences (AC) and ascription of responsibility (AR). This study aims to offer an extended norm activation model by incorporating cognitive, affective, social, and situational factors and to provide empirical evidence for the model within the context of recycling. Particularly, the study focuses on the roles of subjective and objective knowledge, emotional reactions to environmental degradation, subjective norms, perceived behavioral cost, and household support for norm activation and recycling behavior. Data was collected through an online survey with 531 consumers in Türkiye. Analysis results showed that subjective norms, subjective knowledge, behavioral cost, household support, and emotional reactions are influential for moral norm activation in the recycling context, in addition to the impacts of AC and AR. Besides, subjective and objective knowledge, perceived cost, and household support were found to be influential on recycling behavior, in addition to the impact of moral norms. Findings contribute to a deeper understanding of recycling behavior through the NAT framework.

Keywords

• Norm activation theory
• Recycling
• Emotional reactions
• Social norm
• Perceived cost of recycling

NORM AKTİVASYON TEORİSİNDE BİLİŞSEL, DUYGUSAL, SOSYAL VE DURUMSAL FAKTÖRLERİN ETKİLERİ: GERİ DÖNÜŞÜM DAVRANIŞINA İLİŞKİN BULGULAR

Öz

Norm aktivasyon teorisi (NAT), geri dönüşüm gibi çevreci tüketici davranışlarının anlaşılmasında etkili bir yaklaşım sunmaktadır. Teori, davranışın birincil itici gücünün kişisel normlar olduğunu ve bu normların sonuçların farkındalığı (AC) ve sorumluluk kabulü (AR) ile güçlendiğini ileri sürmektedir. Bu çalışma, bilişsel, duygusal, sosyal ve durumsal faktörlerin etkilerini de kapsayan genişletilmiş bir norm aktivasyon modeli sunmayı ve model için geri dönüşüm bağlamında ampirik kanıt ortaya koymayı amaçlamaktadır. Daha özelde, araştırma öznel ve nesnel bilginin, çevresel bozulmaya karşı duygusal tepkilerin, öznel normların, algılanan davranış maliyetinin ve hane halkı desteğinin norm aktivasyonu ve geri dönüşüm davranışındaki rollerine odaklanmıştır. Türkiye’deki 531 tüketiciden çevrimiçi anket yönetimiyle veri toplanmıştır. Analiz sonuçları, AC ve AR’nin etkilerinin yanı sıra öznel normların, öznel bilginin, davranışsal maliyetin, hane halkı desteğinin ve duygusal tepkilerin ahlaki norm aktivasyonu üzerinde etkili olduğunu göstermiştir. Ayrıca, ahlaki normların etkisinin yanında, öznel ve nesnel bilgi, algılanan maliyet ve hane halkı desteğinin geri dönüşüm davranışı üzerinde etkili olduğu bulunmuştur. Bulgular, NAT çerçevesi aracılığıyla geri dönüşüm davranışının daha derinlemesine anlaşılmasına katkıda bulunmaktadır.

Anahtar Kelimeler

• Norm aktivasyon teorisi
• Geri dönüşüm
• Duygusal tepkiler
• Sosyal norm
• Geri dönüşümün algılanan maliyeti

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