Need for change of individual consumption patterns to promote a sustainable future has been well defined. However, promoting sustainable consumption is challenging for all stakeholders due to the complex structure of the behavior. Norm activation appears as a prominent but partly limited theoretical perspective to understand and promote a sustainable lifestyle. This study aims to extend the normative approach by combining it with benefit and cost evaluations regarding two specific types of sustainable behavior; recycling and electricity conservation. For this purpose, data were collected from 251 individuals through an online survey. Descriptive statistics for perceived benefit and cost items highlighted some dominating factors. Besides, recycling and energy-saving behaviors were regressed on norms, perceived benefit, perceived cost, and control variables. Consistent with the normative approach, pro-environmental norms appeared as a significant predictor for all sustainable behaviors in interest. However, results revealed that the perceived cost of recycling and daily electricity conservation practices also have significant hindering impacts, while the benefits of these behaviors did not affect the behavior. On the contrary, the perceived benefit of electricity conservation investments was found to encourage behavior with norms, while costs were found insignificant for predicting the behavior. In conclusion, results showed that for altering the unsustainable behaviors more effectively, the normative approach should be supported by increasing the perceived benefits of investment in electricity conservation and alleviating the cost perception for recycling and daily electricity conservation practices. These findings provide usefull insights for policymakers, social marketers, and other stakeholders aiming to encourage sustainable lifestyles for a sustainable future.
Anahtar Kelimeler: Sustainable consumption, Pro-environmental norms, Perceived benefit, Perceived cost, Energy conservation behavior, Recycling
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