Effects of Social Norms on Sustainable Consumption Behaviour

Abstract

Sustainable consumption behaviour has emerged as a critical solution to address escalating environmental degradation and resource depletion. Among the various psychological, social, and economic drivers influencing sustainable consumption, social norms play a pivotal role in shaping consumer attitudes and actions. This study investigates the effects of descriptive and injunctive social norms on consumers’ sustainable purchasing decisions, waste-reduction behaviour, and energy-saving practices. Using a conceptual framework grounded in the Theory of Planned Behaviour and Norm Activation Theory, the study synthesizes existing literature and proposes a comprehensive model explaining how social norms influence sustainable consumption through moral obligation, social identity, and perceived behavioural control. The study highlights important implications for policymakers, marketers, and sustainability advocates in promoting environmentally responsible consumption through normative interventions.