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- Title
Working-Together Normative Appeals to Promote Pro-Environmental Donations.
- Authors
Wu, Yanlin; Chen, Yue; Jin, Cancan; Qin, Junsheng; Zheng, Lei; Chen, Yidi
- Abstract
Investigating the role of social norms in fostering pro-environmental behaviors is crucial for advancing human efforts toward environmental protection. This study employed a one-way, two-level, between-participants experimental design, focusing on the type of social norm as the independent variable and pro-environmental donations as the dependent variable. This study aimed to explore the impact of working-together normative appeals on pro-environmental donations and to understand the underlying mediating mechanism. In total, 128 Chinese university students participated in an online experiment. The findings indicated that working-together normative appeals significantly increased both the intention to donate and the actual amount of pro-environmental donations in the experimental group compared to those in the control group. Furthermore, the perceived behavioral control and intentions towards pro-environmental donations were identified as mediators in the relationship between social norm categorization and pro-environmental donations. Notably, intentions towards pro-environmental donations alone had a substantial mediating effect. These results underscore the positive influence of working-together normative appeals on pro-environmental donations and offer valuable insights into encouraging active participation in the creation of an eco-friendly society, particularly within a collectivist cultural context.
- Subjects
GREEN behavior; PERCEIVED control (Psychology); CATEGORIZATION (Psychology); CHINESE-speaking students; SOCIAL norms
- Publication
Behavioral Sciences (2076-328X), 2024, Vol 14, Issue 4, p273
- ISSN
2076-328X
- Publication type
Article
- DOI
10.3390/bs14040273