Purpose

This study aims to examine the role of personal and subjective norms in predicting waste sorting, an increasingly relevant pro-environmental behavior.

Design/methodology/approach

This study obtained data from a sample of 300 respondents from three Indonesian cities. Purposive sampling was employed to obtain information from specific segments of Indonesian population. The analysis consisted of a two-stage procedure including confirmatory factor analysis and covariance-based structural equation modeling.

Findings

Results demonstrated that both subjective and personal norms significantly and directly predict waste sorting behavior (WSB) bypassing intention to behave.

Research limitations/implications

The fact that norms held by individuals are able to single-handedly drive pro-environmental behaviors implies that previous studies and social marketing campaigns may have overstated the role of intention.

Practical implications

In designing marketing communication programs promoting WSB, this paper argues that targeting normative tendencies of the audience may provide a more effective strategy than focusing on explicit pro-environmental intentions and attitudes of the public.

Originality/value

This study provided a new experimental test and confirmation of the role of subjective norms, the normative component of the theory of planned behavior and of personal norms, the normative component of the norm activation theory, in predicting WSB.

中文翻译：

---

规范在预测垃圾分类行为中的作用

目的

本研究旨在检验个人和主观规范在预测垃圾分类方面的作用，这是一种越来越相关的环保行为。

设计/方法/方法

本研究从印度尼西亚三个城市的 300 名受访者样本中获取数据。采用有目的的抽样从印度尼西亚人口的特定部分获取信息。该分析包括两阶段程序，包括验证性因素分析和基于协方差的结构方程建模。

发现

结果表明，主观规范和个人规范都显着且直接地预测了绕过行为意图的垃圾分类行为 (WSB)。

研究限制/影响

个人所持有的规范能够单枪匹马地推动亲环境行为这一事实意味着之前的研究和社会营销活动可能夸大了意图的作用。

实际影响

在设计促进 WSB 的营销传播计划时，本文认为，与关注公众明确的环保意图和态度相比，针对受众的规范倾向可能提供更有效的策略。

原创性/价值

本研究为主观规范（计划行为理论的规范成分和个人规范的规范成分，规范激活理论的规范成分）在预测 WSB 中的作用提供了新的实验测试和确认。