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Sustainability 2017, 9(10), 1696; doi:10.3390/su9101696

Normative Beliefs, Attitudes, and Social Norms: People Reduce Waste as an Index of Social Relationships When Spending Leisure Time

1
Graduate Institute of Environmental Education, National Taiwan Normal University, Taipei 11677, Taiwan
2
School of Management and Enterprise, University of Southern Queensland, Toowoomba, QLD 4350, Australia
*
Authors to whom correspondence should be addressed.
Received: 12 July 2017 / Revised: 7 September 2017 / Accepted: 20 September 2017 / Published: 22 September 2017
(This article belongs to the Special Issue Waste, Space, and Place)
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Abstract

This study has adopted and refined Ajzen’s theory of planned behavior, theory of reasoned action, and the value–belief–norm theory by Stern et al. to investigate the effects of normative beliefs, attitudes, and social norms on pro-environmental behavioral intentions. A total of 391 valid responses were collected from visitors to a theme park in Taiwan. A structure equation analysis indicated that the overall fit of the proposed model was supported. It was also found that both attitudes and social norms had positive and significant influence on waste reduction. While the results did not reveal any direct relation between normative beliefs and behavioral intentions, normative beliefs had positive direct influence on social norms and attitudes, which in turn had an impact on behavioral intentions. The findings provided further insights about pro-environmental behavioral intentions from an Asia perspective and highlighted important implications for environmental policies and education to reduce waste. View Full-Text
Keywords: attitude; normative belief; pro-environmental behavioral intentions; social norm; theory of planned behavior; value–belief–norms theory; Taiwan attitude; normative belief; pro-environmental behavioral intentions; social norm; theory of planned behavior; value–belief–norms theory; Taiwan
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MDPI and ACS Style

Fang, W.-T.; Ng, E.; Wang, C.-M.; Hsu, M.-L. Normative Beliefs, Attitudes, and Social Norms: People Reduce Waste as an Index of Social Relationships When Spending Leisure Time. Sustainability 2017, 9, 1696.

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