Exploring consumers' intention to use autonomous delivery vehicles-based on extended normative activation model.

Problem awareness does not predict littering: A field study on littering in the Gambia

BackgroundTeachers’ verbal immediacy behaviors play a important role in enhancing student engagement, motivation, and emotional security. However, as the role of smart classrooms in education becomes increasingly prominent, research on the formation mechanisms of teachers’ verbal immediacy behaviors in smart classroom environments remains relatively limited. Especially, at the primary grades, research on teachers’ verbal immediacy behaviors has not yet garnered sufficient attention.MethodsThis study integrates the theory of planned behavior (TPB) with the norm activation model (NAM) to propose a theoretical model for teachers’ verbal immediacy behaviors in smart classroom environments. Using purposive sampling based on specific criteria, 855 Chinese primary school teachers with extensive experience in smart classroom instruction were selected as participants. Data were collected through a structured questionnaire survey and analyzed employing structural equation modeling (SEM) to test the hypotheses empirically.ResultsThis study finds that teachers’ verbal immediacy behavioral attitude, perceived behavior control (PBC), personal norms (PC) and subjective norms (SN) have significant positive effects on teachers’ verbal immediacy behavioral intention. Awareness of consequences (AC) had significant positive effects on ascription of responsibility (AR), teachers’ verbal immediacy behavioral attitude. In addition, Smart classroom environments have a moderating effect on the relationship between the teachers’ verbal immediacy intention and their verbal immediacy behaviors.ConclusionThis study integrates the TPB and the NAM to explore the formation mechanisms of teachers’ verbal immediacy behaviors in smart classroom environments, revealing the positive influence of smart classroom environments on these behaviors.ImplicationsThe findings provide a theoretical foundation for understanding primary school teachers’ verbal behaviors in smart classrooms and offer valuable insights for optimizing the design of smart classrooms and enhancing teaching effectiveness in educational practice.

PERSONAL NORM AND PRO-ENVIRONMENTAL CONSUMER BEHAVIOR: AN APPLICATION OF NORM ACTIVATION THEORY

Exploring consumers’ usage intention of reusable express packaging: An extended norm activation model

Balancing awareness and responsibility: Cognitive mechanisms shaping electric vehicle purchase intentions

Integration of extended theory of planned behaviour (TPB) and norm activation model (NAM) was applied to examine psychological mechanism of single-use plastic reduction intention (SUPRI) of citizens in Danang city, Vietnam. The partial least squares structural equation modelling algorithms were applied to assess measurement model, structural model, explanatory power, and predictive power of model. Personal norm, attitude, subjective norm, perceived behaviour control, and policy intervention had significant influence on SUPRI. Attitude was the most important factor affecting SUPRI. Regarding integrated model, awareness of consequence and ascription of responsibility were positively associated with attitude toward SUPRI while subjective norm had significant relationship toward personal norm. Association of policy intervention toward SUPRI was confirmed through direct and indirect relationships. Integration of TPB and NAM was effective in explaining SUPRI. Planning and strategy for single-use plastic reduction should be designed to comprehensively cover human self-interests, take advantage of social moral values, and promote policy enactment and enforcement with prioritisation of action on raising citizens’ attitude toward single-use plastic reduction. Utilisation of geographic information system and remote sensing was effective in supporting random sampling. This study offered practical and scientific base for planners and policymakers in combating environmental issues from plastic waste.

Investigating Orchard Men's Behavioral Intentions of Dashtestan County toward Water Conservation Using Stern Value-Belief-Norm Theory

Despite most previous studies investigated the relationship between consumers’ attitude and behavior gap by adopting the theory of planned behavior (TPB). However, patronizing green hotels is still considered to be one of the most persistent challenges in behavioral transformation agenda. This paper aims to contribute to the TPB by investigating the role of personal norm (PN) in explaining consumers’ intention to patronize green hotels. This study also argues that consumers’ social norms (SN) can influence their attitudes, perceived behavioral control (PBC) and PN toward intention, and attitude can influence their PBC. A total of 399 valid questionnaires were collected to empirically test the generated hypotheses using SPSS and AMOS. The findings indicated that SN positively influenced PN, attitude, PBC and intention, respectively. PN, attitude, and PBC were shown to positively influence intention. Furthermore, PN shown a mediating effect on the relationship between SN and intention, attitude displayed a mediating effect on the relationship between SN and intention, and PBC mediated the relationship between attitude and intention. This study expanded the TPB which incorporated PN as an antecedent to provide a better understanding on consumers’ intention to patronize green hotels. The theoretical contributions, practical implications and limitation are discussed accordingly. 社会规范和个人规范对消费者光顾绿色酒店意愿的影响:计划行为理论的延伸

This study analyzes the influencing factors of residents’ intention to participate in e-waste recycling behavior with the help of the theory of planned behavior (TPB) and Value-Belief-Norm (VBN) model. On the basis of factor analysis, through correlation analysis and regression analysis, this paper conducts an empirical study on the influencing factors of residents’ intention to participate in e-waste recycling behavior, revealing the formation mechanism of residents’ intention to participate in e-waste recycling behavior. The results show that Values, Awareness of consequences, Ascription of responsibility, Behavior attitude, Perceived behavior control and Personal norm are the main factors that affect residents’ participation in e-waste recycling behavior, and the impact of perceived behavior control is the most significant. The research results can help understand the formation mechanism and implementation process of residents’ e-waste recycling behavior intention, predict the possibility of residents’ participation in e-waste recycling behavior in the future, and provide some reference and inspiration for the research of residents’ participation in e-waste recycling behavior in China. In addition, we can essentially understand the reasons for the low recovery rate of e-waste and the lack of scale, and provide reference for the government and relevant departments to formulate corresponding policies and enterprises to establish a standardized recovery system.

This study applies Norm Activation Theory (NAT) to examine meal kit consumers’ cooking intentions, focusing on how perceived responsibility and personal moral norms influence these intentions during meal preparation. A total of 376 adults with prior experience using meal kits participated in an online survey. The collected data were analyzed using exploratory factor analysis, reliability testing, correlation analysis, simple regression, and mediation analysis. The findings reveal five key insights. First, awareness of meal preparation significantly reduced perceived burdens related to cooking outcomes, suggesting that consumers who internalize cooking as a moral practice experience less psychological and temporal stress. Second, awareness of cooking outcomes positively influenced the ascription of responsibility, implying that higher awareness reinforces consumers' moral obligation. Third, the ascription of responsibility played a central role in activating personal norms. Fourth, personal norms were strong predictors of cooking intentions, with ascribed responsibility being the most influential antecedent. Fifth, the mediation analysis confirmed that personal norms partially mediated the relationship between responsibility and cooking intention. This study extends the theoretical application of NAT to the domain of food and consumer behavior, interpreting cooking as a morally motivated act. Practically, the findings suggest that meal kit companies should design marketing and branding strategies that reflect consumers’ sense of responsibility and ethical engagement in food preparation.

Explaining littering prevention among park visitors using the Theory of Planned Behavior and Norm Activation Model

Contemporary digital technologies have become key instruments in enhancing the security and sustainability of tourist destinations. This study explores the role of digital solutions such as smart surveillance systems, mobile applications, artificial intelligence, and the Internet of Things (IoT) in strengthening tourist safety and supporting long-term sustainable development. The theoretical framework is based on the Norm Activation Model (NAM), employing the constructs of Awareness of Consequences, Ascription of Responsibility, Personal Norms, and Behavioral Intention, expanded by the construct of Sustainability Outcomes. This research was conducted as a comparative case study of Almaty (Kazakhstan) and Belgrade (Serbia), using a structured questionnaire and quantitative analysis. The findings indicate that tourists’ perceptions of security, mediated by digital technologies, significantly shape their behavioural intentions and contribute to sustainable destination outcomes. The study provides theoretical implications for the advancement of the NAM in tourism, as well as practical guidelines for destination managers in developing a safe and sustainable environment.

The objective of this study was to examine the relationships among environmental and health values, ecological worldview, perception of consequences, the ascription of responsibility, and personal norms in the context of the value-belief-norm (VBN) model and how compatibility influences the intentions and behaviors of Chinese youth regarding the use of hydroponic farming technology. The study employed a survey questionnaire to collect data from the target population. The sample size was determined through a power analysis to ensure sufficient statistical power for the analysis. A total of 727 potential respondents' responses were analyzed using SmartPLS (4.0) to perform structural equation modeling. The results confirmed that environmental, emotional, and health values significantly associated with individuals' ecological worldviews. There was an interconnection between ecological worldview, awareness of consequences, and ascription of responsibility, and all three significantly influenced personal norms. The key determinants of the intentions and behaviors to adopt hydroponic farming technology are personal norms and technology compatibility. Therefore, to promote and motivate the interest and intention to use hydroponics among unemployed youth, government agencies, and related companies should focus on providing technology-related and pro-environmental information and training. This is expected to increase the acceptance and awareness of hydroponics among this group, thus increasing the adoption rate of hydroponics.

PurposeThis study aims to investigate the moderating effect of sustainability app on environmental citizenship behavior on the basis of norm-activation model.Design/methodology/approachA questionnaire survey, which comprises five variables (i.e. awareness of consequences, ascription of responsibility, personal norms, environmental citizenship behavior in a private sphere and environmental citizenship behavior in a public sphere) measured through 16 items, was conducted in the USA by using Amazon Mechanical Turk. With 549 valid respondents’ answers in hand, the collected data were analyzed applying a multi-group structural equation modelling technique with IBM SPSS AMOS 23 software program.FindingsThe results revealed that there is a positive and significant relationship between awareness of consequences, ascription of responsibility, personal norms and environmental citizenship behavior in both private and public sphere. Furthermore, this study attested that sustainability apps utilization has a moderating effect on the predictors of environmental citizenship behaviors.Originality/valuePast studies have seldom examined the contribution of mobile apps to environmental sustainability. This paper enriches the extant academic literature in the field of technology for behavior change, and bears significant implications on how sustainability apps can be adopted by governments, policymakers, organizations and teacher educators to engage people and stimulate environmental citizenship behaviors.

Does haze pollution promote the consumption of energy-saving appliances in China? An empirical study based on norm activation model