Proceedings of the 2024 9th International Conference on Modern Management, Education and Social Sciences (MMET 2024)

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How Injunctive Norm Promote Pro-Environmental Behavior Effectively: the Role of Descriptive Norm and Punishment

Authors
Yang Fu1, *, Jiayin Sun1, Yiding Zhang1
1Harbin Institute of Technology, Heilongjiang, Harbin, 150001, China
*Corresponding author. Email: 18B910048@stu.hit.edu.cn
Corresponding Author
Yang Fu
Available Online 9 December 2024.
DOI
10.2991/978-2-38476-309-2_107How to use a DOI?
Keywords
Injunctive norms; Pro-environmental behavior; Punishment
Abstract

This study aims to explore how injunctive norms can effectively promote individual pro-environmental behaviors through punishment and descriptive norms. We used a behavioral experiment method, and 60 participants were recruited to perform decision-making tasks to analyze the effects of different intensities of injunctive norms and punishment probabilities on PEB participation. The experimental data indicate that the strength of injunctive norms significantly influence participants’ environmental decisions. Results also show that stronger injunctive norms and higher punishment probabilities both significantly increase individuals’ willingness to engage in PEBs. Additionally, descriptive norms play a moderating role in the effect of injunctive norms. Negative descriptive norms can weaken the function of injunctive norms and punishment. The contributions of this research provide effective strategies for policymakers, emphasizing the promotion of public pro-environmental behaviors through reasonable punishment measures, thereby supporting the achievement of sustainable development goals.

Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 2024 9th International Conference on Modern Management, Education and Social Sciences (MMET 2024)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
9 December 2024
ISBN
978-2-38476-309-2
ISSN
2352-5398
DOI
10.2991/978-2-38476-309-2_107How to use a DOI?
Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Yang Fu
AU  - Jiayin Sun
AU  - Yiding Zhang
PY  - 2024
DA  - 2024/12/09
TI  - How Injunctive Norm Promote Pro-Environmental Behavior Effectively: the Role of Descriptive Norm and Punishment
BT  - Proceedings of the 2024 9th International Conference on Modern Management, Education and Social Sciences (MMET 2024)
PB  - Atlantis Press
SP  - 898
EP  - 909
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-309-2_107
DO  - 10.2991/978-2-38476-309-2_107
ID  - Fu2024
ER  -