Personal and social norms influence the pro-environmental behaviors: A study of Vietnamese youth

Abstract

<p><strong>ABSTRACT</strong></p> <p><span style="font-weight: 400;">This study investigates the influence of personal norms (i.e., internalized moral obligations) and social norms (including injunctive norms - perceived social approval and descriptive norms - perceived peer behavior) on Pro-Environmental Behaviors (PEBs) among Vietnamese youth. Using survey data from 468 young people in Ho Chi Minh City, which were analyzed via Structural Equation Modeling (SEM), findings demonstrate that personal and descriptive norms positively and directly predict PEBs. Although injunctive norms do not directly affect pro-environmental behaviors, they considerably shape personal norms. A key contribution of this study is identifying personal norms as crucial mediators in the relationship between both injunctive and descriptive norms and PEBs. These findings underscore the significant influence of internalized moral responsibility (personal norms) and the observation of peer behavior (descriptive norms) on youth’s environmental actions. This highlights a novel mechanism: social influences are more effective when internalized into moral obligations. Consequently, sustainability interventions should focus on strengthening personal norms (individual accountability) and utilizing descriptive norms (behavior prevalence).</span></p>