Department of Applied Social Sciences, Canterbury Christ Church University, Canterbury, Kent, UK.
Br J Soc Psychol. 2010 Jun;49(Pt 2):259-84. doi: 10.1348/014466609X449395. Epub 2009 May 29.
In an effort to contribute to greater understanding of norms and identity in the theory of planned behaviour, an extended model was used to predict residential kerbside recycling, with self-identity, personal norms, neighbourhood identification, and injunctive and descriptive social norms as additional predictors. Data from a field study (N=527) using questionnaire measures of predictor variables and an observational measure of recycling behaviour supported the theory. Intentions predicted behaviour, while attitudes, perceived control, and the personal norm predicted intention to recycle. The interaction between neighbourhood identification and injunctive social norms in turn predicted personal norms. Self-identity and the descriptive social norm significantly added to the original theory in predicting intentions as well as behaviour directly. A replication survey on the self-reported recycling behaviours of a random residential sample (N=264) supported the model obtained previously. These findings offer a useful extension of the theory of planned behaviour and some practicable suggestions for pro-recycling interventions. It may be productive to appeal to self-identity by making people feel like recyclers, and to stimulate both injunctive and descriptive norms in the neighbourhood.
为了增进对计划行为理论中的规范和身份的理解，本研究采用扩展模型来预测居民路边回收行为，将自我认同、个人规范、邻里认同、以及约束性和描述性社会规范作为额外的预测指标。该研究采用问卷调查法测量预测变量，并通过观察法测量回收行为，共收集了 527 名参与者的数据，结果支持了该理论。意图预测行为，而态度、感知控制和个人规范则预测了回收意图。邻里认同和约束性社会规范的相互作用反过来又预测了个人规范。自我认同和描述性社会规范在直接预测意图和行为方面，对原始理论有显著的补充作用。对随机居民样本（N=264）的自我报告回收行为的重复调查支持了之前获得的模型。这些发现为计划行为理论提供了有用的扩展，并为促进回收行为的干预措施提供了一些可行的建议。通过让人们觉得自己是回收者来唤起自我认同，以及激发邻里之间的约束性和描述性规范，可能会产生成效。
