Predicting Food Waste Avoidance: Analysis of an Extended Model of the Theory of Planned Behavior and of Relevant Beliefs.

This research adopted the Theory of Planned Behavior (TPB) to predict intention and behavior to avoid food waste. In a pilot study, behavioral, normative, and control beliefs were identified. In the main study, a TPB model extended with descriptive and moral norms was assessed using a two-wave design and applying SEM. The associations between beliefs and TPB constructs were analyzed by MIMIC models. Attitude, descriptive and moral norms, and perceived behavioral control were associated with intention to avoid food waste, which predicted behavior. Considering the most important beliefs in forming intentions has important implications for designing food waste prevention interventions.

The influence of social norms on anticipated snacking: An experimental study comparing different types of social norms.

Previous studies have found that social norms affect eating behavior for different types of social norm measures and manipulations as well as different types of eating behavior. The current study investigated the effects of descriptive, injunctive, and liking norms on intentions to consume healthy snacks and anticipated snack choice, compared to a no-norm control condition. Moreover, we distinguished between descriptive norms that stress the frequency versus the quantity of food consumption. An experiment was conducted among 189 young adults. It was hypothesized that participants who received a descriptive quantity or frequency norm would intend to consume, and make an anticipated selection of, more low-calorie snacks than participants who received a no-norm control message. Due to inconsistency or lacking evidence regarding the effects of the other types of norms on eating behavior, no hypotheses were formulated for the injunctive and liking norm conditions. The hypothesis was partly confirmed. Descriptive quantity and frequency norms did not result in a stronger intention to consume healthy snacks in the upcoming week, but they did result in lower-calorie snack choices when people were asked to select three snacks that they planned to eat on the following day. No other differences between the conditions were found. These findings show that emphasizing both how much and how often most other people consume healthy foods affects anticipated healthy food choices. This can provide health professionals more options to mobilize the power of descriptive social norms for affecting health behavior change.

The use of food swaps to encourage healthier online food choices: a randomized controlled trial.

BACKGROUND: Online grocery stores offer opportunities to encourage healthier food choices at the moment that consumers place a product of their choice in their basket. This study assessed the effect of a swap offer, Nutri-Score labeling, and a descriptive norm message on the nutrient profiling (NP) score of food choices in an online food basket. Additionally explored was whether these interventions made it more motivating and easier for consumers to select healthier foods and whether potential effects were moderated by consumer health interest. METHODS: Hypotheses were tested with a randomized controlled trial (RCT) in a simulated online supermarket. Dutch participants (n = 550) chose their preferred product out of six product options for four different categories (breakfast cereals, crackers, pizza, and muesli bars). Participants were randomly allocated to one of eight groups based on the interventions in a 2 (Nutri-Score: present, not present) X 2 (swap offer: present, not present) X 2 (norm message: present, not present) between subject design. The primary outcome was the difference in combined NP score of product choices, for which a lower score represented a healthier product. RESULTS: Swap offer (B = - 9.58, 95% CI: [- 12.026; - 7.132], È 2 = 0.098) and Nutri-Score labeling (B = - 3.28, 95% CI: [- 5.724; -.829], È 2 = 0.013) significantly improved the combined NP score compared to the control condition (NP score M = 18.03, SD = 14.02), whereas a norm message did not have a significant effect (B = - 1.378, 95% CI [- 3.825; 1.070], È 2 = 0.002). No evidence was found that interventions made it more motivating or easier for consumers to select healthier food, but situational motivation significantly influenced the healthiness score of food choices for both swap offer (b = - 3.40, p < .001) and Nutri-Score (b = - 3.25, p < .001). Consumer health interest only significantly moderated the influence of Nutri-Score on ease of identifying the healthy food option (b = .23, p = .04). CONCLUSIONS: Swap offer and Nutri-Score labeling were effective in enhancing healthy purchase behavior in the online store environment. TRIAL REGISTRATION: This study was retrospectively registered in the ISRCTN database on 02-09-2021 ( ISRCTN80519674 ).

"I'll eat meat because that's what we do": The role of national norms and national social identification on meat eating.

Through meat-eating choices, people are able to express their national social identification and adhere to broader cultural norms. The current research examines the relationship between people's perceptions of national descriptive and injunctive meat-eating norms and their national social identification, on the one hand, and their attitudes toward meat-eating and their intentions to eat meat, on the other hand. In a sample that includes American, British, and Australian participants, we observe that: (1) favorable attitudes toward meat eating are positively predicted by national injunctive but not descriptive norms, and (2) intentions to eat meat are positively predicted by national descriptive but not injunctive norms. National social identification positively predicts both attitudes and intentions. Intentions to eat meat were also predicted by a three-way interaction between descriptive and injunctive norms, and social identification. Alignment of relatively high descriptive and injunctive meat-eating norms predicted meat-eating intentions more than alignment of relatively low descriptive and injunctive norms. With normative misalignment, however, people began to rely on their national social identifications as a basis for meat-eating intentions. The data are discussed with reference to the impact of social factors in influencing meat consumption. Moreover, we consider the potential for national social identification to have a normative component of meat consumption independent of descriptive and injunctive norms. This work advances our understanding of meat consumption by revealing national-level normative and identity processes beyond more focused identities of, for example, an environmentalist, a health conscious person, or an animal rights activist.

Social norms, misperceptions, and mosquito net use: a population-based, cross-sectional study in rural Uganda.

BACKGROUND: Mosquito net use is an essential part of malaria prevention. Although previous research has shown that many people sleep under a mosquito net in endemic areas, it is unknown whether people underestimate how common it is to sleep under a net every night. Furthermore, perceived social norms about whether most others sleep under a mosquito net every night may contribute to personally sleeping under a net, given decades of research showing that people often mimic others' behaviours. METHODS: Population-based data were collected from 1669 adults across eight villages in one rural parish in southwestern Uganda. Individuals' perception about whether most adults in their community sleep under a mosquito net every night was compared with whether daily mosquito net use was the actual norm in their community to identify the extent of norm misperception. The association between whether an individual perceived daily mosquito net use to be the norm and personal mosquito net use was assessed while adjusting for the ratio of nets:people in the household and other factors. RESULTS: Although the majority (65%) of participants reported sleeping under a mosquito net every night (and 75% did so among the 86% of people with at least one net), one-quarter of participants thought that most adults in their community did not sleep under a mosquito net every night. Another 8% were unsure how many nights per week most adults in their community sleep under a mosquito net. Participants who perceived that daily mosquito net use was the norm were 2.94 times more likely to report personally sleeping under a mosquito net every night (95% CI 2.09-4.14, p < 0.001) compared to participants who thought doing so was not normative, adjusting for other factors. CONCLUSIONS: Results suggest an opportunity for anti-malarial interventions to reduce misperceptions about mosquito net use norms and emphasize the commonness of daily mosquito net use in malaria-endemic regions. If people correctly perceive most others to sleep under a net every night, then they may personally do so when possible and support others to do so too.

Two observational studies examining the effect of a social norm and a health message on the purchase of vegetables in student canteen settings.

There is some evidence from laboratory-based studies that descriptive social-norm messages are associated with increased consumption of vegetables, but evidence of their effectiveness in real-world settings is limited. In two observational field studies taking an ecological approach, a vegetable-related social norm (e.g. "Did you know that most students here choose to eat vegetables with their meal?"), and a health message (e.g. "Did you know that students who choose to eat vegetables have a lower risk of heart disease?") were displayed in two different student canteens. Purchases were observed during three stages: baseline, intervention (when the posters were displayed) and immediate post-intervention (when the posters had been removed). Study 1 (n = 7598) observed the purchase of meals containing a portion of vegetables and Study 2 (n = 4052) observed the purchase of side portions of vegetables. In Study 1, relative to baseline, the social-norms intervention was associated with an increase in purchases of vegetables (from 63% to 68% of meals; OR = 1.24, CI = 1.03-1.49), which was sustained post-intervention (67% of meals; OR = 0.96, CI = 0.80-1.15). There was no effect of the health message (75% of meals at baseline, and 74% during the intervention; OR = 0.98, CI = 0.83-1.15). In Study 2, relative to baseline, there was an effect of both the social norm (22.9% of meals at baseline, rising to 32.5% during the intervention; OR = 1.62, CI = 1.27-2.05) and health message (rising from 43.8% at baseline to 52.8%; OR = 0.59, CI = 0.46-0.75). The increase was not sustained post-intervention for the social norm intervention (22.1%; OR = 0.59, CI = 0.46-0.75), but was sustained for the health intervention (48.1%; OR = 0.83, CI = 0.67-1.02). These results support further testing of the effectiveness of such messages in encouraging healthier eating and indicate the need for larger-scale testing at multiple sites using a randomised-controlled design.

Dental flossing and automaticity: a longitudinal moderated mediation analysis.

We investigated the role of normative support, behavioural automaticity, and action control in predicting dental flossing behaviour. Between May and October 2015, 629 Australian young adults completed a questionnaire assessing constructs of normative support and automaticity, and a 2-week follow-up of dental flossing behaviour and action control, resulting in n = 241 persons for longitudinal analysis. Findings supported the hypotheses that the effect of normative support on behaviour would be mediated via automaticity, and the effect of automaticity would be moderated by action control. Current results extend previous research to elucidate the mechanisms that help to understand predictors of oral hygiene behaviours and contribute to the cumulative evidence concerning self-regulatory and automatic components of health behaviour.

Are perceptions of social norms regarding peer alcohol and other drug use associated with personal use in Danish adolescents?

AIMS: This study aims to describe norm perceptions among Danish pupils aged 13-17 years related to the prevalence of personal lifetime use of alcohol and other drugs (AODs). Further we examined if norm perceptions were associated with personal lifetime AOD use. METHOD: The data were collected as baseline data in the trial The GOOD Life. A total of 2601 pupils from 42 public schools in the Region of Southern Denmark completed an online questionnaire measuring personal lifetime AOD use and personal approval of use. Additionally the perceived frequency of AOD use and approval of use among peers of their own grade were measured. Lifetime AOD outcome variables were alcohol consumption (at least one drink, being drunk and had five or more drinks on one occasion), smoking, and cannabis use. RESULTS: Pupils' perceptions of peer approval were significantly higher than pupils' personal approval of AOD use among adolescents for all outcomes. With the exception of cannabis use the estimated AOD prevalence among peers (median) were higher than the actual prevalence of personal lifetime use. Multilevel logistic regression models showed a significantly increased risk of personal AOD use for pupils that overestimated their peers' AOD use and also for pupils that perceived peers to approve of AOD use. CONCLUSIONS: The findings highlight that pupils' exaggerated perceptions regarding their peers' use and approval of AOD use are related to personal experience with AODs.

Development of the social dimensions of health behaviour framework.

ABSTRACTDespite rapid theoretical expansion in conceptualising individual and environmental processes, the examination of social processes associated with health behaviours has a less cohesive theoretical landscape. The purpose of this mapping review and content analysis was to develop a taxonomy of social dimensions applicable to health behaviours. Michie et al. (2014) 'ABC of Theories of Behaviour Change' text, which includes 83 behaviour change theories, was used as the data-set, whereby an iterative concurrent content analysis was undertaken with respect to all relational/interpersonal psychological dimensions. The analysis resulted in a social dimensions of health behaviour (SDHB) framework of 10 dimensions, including seven sub-types of social appraisal dimensions and three-sub-types of social identification dimensions. The SDHB revealed that specific dimensions, such as descriptive norm, are prevalent in behavioural theories, while other dimensions have seen less attention. Further, while most social constructs in behavioural theories are represented by only one social dimension in the SDHB, other constructs have complex representation. This version 1.0 of the SDHB framework should assist in specifying the core social dimensions in health behaviour, provide a common lexicon to discuss relational constructs in psychological theories, amalgamate the disparate social constructs literature and identify opportunities for further research to advance theory development and interventions.

Effectiveness and context dependency of social norm interventions: five field experiments on nudging pro-environmental and pro-social behavior.

Social norm interventions hold the potential to change people's behavior. Five field experiments (N = 1,163) examined the effects of a simple and easily realizable social norm nudge based on the social media format "Be like Bill." The nudge consisted of a stick figure named Toni that communicated descriptive and injunctive norms regarding pro-environmental or pro-social behaviors. Nudge conditions were compared to no-intervention control conditions. Experiment 1 (N = 179) focused on paper towel consumption in a women's restroom at a German university. The nudge condition used less paper towels than the control condition, d = 0.48. Experiment 2 (N = 183) replicated this result (d = 0.32) in a more diverse setting of a women's restroom at a German Christmas market. Experiment 3 (N = 250) examined differences in the effects of prescriptive (i.e., 'do-norm') versus proscriptive (i.e., 'do not-norm') social norms on paper towel consumption again in a university women's restroom. The effectiveness of both social norm nudge conditions was shown in comparison to the control condition (d = 0.46; d = 0.40), while the prescriptive and proscriptive social norm manipulations did not differ. Experiment 4 (N = 206) applied the nudging approach to the use of plastic lids in a coffee shop, where no effect was found. Finally, Experiment 5 (N = 345) focused on the pro-social behavior of mask wearing in a bakery toward the end of the Covid-19 pandemic restrictions in Germany. In the nudge condition, more visitors put on face masks compared to the control group, d = 0.39. Limitations and contextual factors regarding the applicability of our social norm nudge are discussed.

Autonomous communication with normative information facilitates positive spillover: promoting pro-environmental behaviors in a local setting.

A pro-environmental behavior (PEB) intervention may increase the adoption of other PEBs that were not targeted by the intervention, leading to a positive spillover effect. Communication that both support autonomy, as defined by self-determination theory, and compliance with descriptive norms may promote the targeted PEBs and positive spillover effect. Such communication may enhance autonomous motivation to adopt PEBs. A pilot study (N = 350) about waste management in a university campus found that autonomous communication supplemented by normative information influenced both targeted and non-targeted behavioral intentions, compared to autonomous-only and controlling communication. Findings were replicated in a main study (N = 629). An intervention combining autonomy support and descriptive norms increased the likelihood of a positive spillover effect in contrast to an intervention combining controlling communication and descriptive norms. In both studies, autonomous motivation mediated the positive spillover effect. Results suggest that communication that promotes autonomous motivation by fulfilling basic self-determination needs may have a broader effect on a wider range of PEBs.

Predicting Health Insurance Policy Subscription Intention: An Empirical Study.

Though health insurance policies remain critical to eliminating healthcare access barriers, population-wide subscription in Ghana however remains unsatisfactory. Therefore, this study, while employing a questionnaire survey to elicit data (n= 312) analyzed via the structural equation modeling technique, investigates individual health insurance subscription underpinnings using the theory of planned behavior. The results of data analysis affirmed attitude, subjective norm and perceived behavior control as positively related to health insurance subscription. Similarly, results further revealed personal norm and descriptive norm as significantly related to intention, testifying to individuals' subscription as not anchored on a single factor, but rather on a confluence of behavior-driven elements. The current study, in addition to affirming the TPB's predictive potency, also enriches health insurance research, and underscores the much often-disregarded behavior constituents as imperative to health policy design and implementation. In view of the study results, implications for augmenting subscription, and suggestions for further research are subsequently delineated.

Self-uniqueness beliefs and adherence to recommended precautions. A 5-wave longitudinal COVID-19 study.

RATIONALE: Research on health-related self-uniqueness beliefs suggested that these beliefs might predict adherence to precautions against COVID-19. OBJECTIVE: We examined if comparative optimism (believing that one is less at less than others), self-superiority (believing that one already adheres better to precautions than others), and egocentric impact perception (believing that adverse events affect oneself more than others) predicted intended adherence to precautions. METHOD: We measured self-reported intentions, optimism for self and others, perceived past adherence by self and others, and perceived impact of the measures and the disease on self and others in a 5-wave longitudinal study in December 2020-May 2021 (N ≈ 5000/wave). The sample was in key respects representative for the Belgian population. We used joint models to examine the relationship between self-uniqueness beliefs and intended adherence to the precautions. RESULTS: Believing that COVID-19 would affect one's own life more than average (egocentric impact perception) was associated with higher intentions to adhere to precautions, as was believing that the precautions affected one's life less than average (allocentric impact perception). Self-superiority concerning past adherence to precautions and comparative optimism concerning infection with COVID-19 were associated with higher intended adherence, regardless of whether their non-comparative counterparts (descriptive norm, i.e., perceived adherence to precautions by others, and personal optimism, respectively) were controlled for. Comparative optimism for severe disease and for good outcome were associated with lower intended adherence if personal optimism was not controlled for, but with higher intended adherence if it was controlled for. CONCLUSION: Self-uniqueness beliefs predict intended adherence to precautions against COVID-19, but do so in different directions.

A Social Norms and Identity Approach to Increasing Fruit and Vegetable Intake of Undergraduate Students in the United Kingdom.

This study investigated the influence of descriptive norm messages that either communicated that university students eat a sufficient amount of fruit and vegetable (F&V) or that they do not, on F&V consumption, and whether or not any effects are moderated by student identification. An online 2 (Norm: "Sufficient"/"Insufficient") × 2 (Identification: "Low"/"High") experimental design was employed. Infographics containing "sufficient"/"insufficient" F&V intake descriptive norms were presented. An identification manipulation was employed to create "high"/"low" student identifiers. F&V intake intentions were assessed after the manipulations; self-reported F&V intake was reported at 2 days post-intervention. Undergraduate students in the United Kingdom (N = 180) reported their intake intentions, of which 112 (62%) completed the behavioral follow-up. Participants were predominantly white female students from Scottish universities, mean age 20.4 (±1.6) years. Baseline mean F&V consumption was high (4.5 ± 2.8). There were no significant main effects of Norm or Identification manipulations on F&V intentions and intake. Significant norm × identification interactions were revealed for fruit intake intentions and vegetable intake at follow-up, indicating half-portion differences (~40 g) between groups. Ironic effects were observed for "high" identifiers, who neither intended to, nor acted in accordance with group norms; "low" student identifiers intended to and followed group norms, whereby the "sufficient"/"low" group intended to consume significantly more fruit portions and consumed more vegetables than the "insufficient"/"low" group. Given the half-portion differences between groups resulting from the norm × identification interactions, future research on a larger sample of young adults with low F&V intake is warranted to further explore the conditions under which moderating effects of identification are observed and the underlying mechanisms.

When combining injunctive and descriptive norms strengthens the hypocrisy effect: A test in the field of discrimination.

The induced-hypocrisy is a paradigm in which people promote a normative behavior (normative salience step) and then recall their past transgressions (transgression salience step). It is an effective two-step procedure for encouraging prosocial behaviors. This study aims to explore whether discrimination can be reduced using the hypocrisy paradigm combining two kinds of social norms, namely injunctive and descriptive norms. We assigned 80 participants to descriptive norm-related hypocrisy, injunctive norm-related hypocrisy, combined-norm hypocrisy, and control conditions. Results showed that intention to adopt active normative behaviors was higher in the combined-norms than in the single norm hypocrisy conditions. We observed the same pattern in reducing discriminatory behaviors in the Cyberball game, which measures passive discrimination (exclusion). Our findings have both practical and theoretical implications. First, they provide a new and effective means for producing behavioral changes in the field of discrimination. Second, they contribute to further investigating the explanatory processes underlying the hypocrisy effect.

How Do Social Network Sites Influence Workout Intentions: A Social Norm Approach.

People share their workout experiences on social network sites (SNSs). The present study examined how perceived exposure to these workout-related SNS posts may affect individuals' engagement in physical activities through perceived descriptive and injunctive norms of workout in their network, and how self-efficacy in workout moderated the effect of perceived descriptive norm on their workout intention, which was measured in general and specific ways. An online survey was conducted with a convenience sample of 807 responses in China. Results show that perceived descriptive norm of workout in one's network mediated the relationship between perceived exposure to workout-related SNS posts and perceived injunctive norm. In addition, self-efficacy in workout moderated the effect of perceived descriptive norm on workout intention-both general and specific-but the normative influence was stronger at a low level of self-efficacy compared to a high level. Furthermore, perceived injunctive norm only predicted the general rather than specific workout intention, suggesting that the perception of most people's approval might not be priority when people consider details about workout. These findings develop the theory of normative social behavior by illustrating the relationship between perceived descriptive and injunctive norm and shed light on the relative strength of the motivating factors of workout in different situations.

Integrating the Extended Theory of Planned Behavior With the Stages of Change to Predict Exercise Among Chinese People With Type 2 Diabetes.

Background: There have been very limited prospective studies examining social-cognitive models within stages of behavior change in the exercise domain. Purpose: We examined the utility of the theory of planned behavior (TPB), incorporating self-identity and descriptive norm constructs, to predict exercise behavior across the stages of change, in individuals with type 2 diabetes. Methods: Data were obtained from a longitudinal study. Multi-group structural equation modeling was used to estimate the association between extended TPB constructs and exercise within different stages groups. Results: 647 individuals completed a self-report questionnaire at baseline and at 3 months follow-up. The extended TPB model explained 8-15% variance of exercise behavior and 42-81% variance of exercise intention within three stages groups in the cross-sectional design. The extended TPB model explained 4%-13% variance of exercise behavior and 42-66% variance of exercise intention in the longitudinal design. Intention was significantly related to exercise behavior in the pre-action and action stages. Self-identity, perceived behavioral control and descriptive norms were stronger predictors of intention in different stages. Conclusion: Discontinuity patterns in the extended theory of planned behavior for the different stages groups were found. Intention was a significant predictor of exercise in the pre-action and action stages at 3 months.

Intention to Receive the COVID-19 Vaccination in China: Application of the Diffusion of Innovations Theory and the Moderating Role of Openness to Experience.

COVID-19 has caused a devastating impact on public health and made the development of the COVID-19 vaccination a top priority. Herd immunity through vaccination requires a sufficient number of the population to be vaccinated. Research on factors that promote intention to receive the COVID-19 vaccination is warranted. Based on Diffusion of Innovations Theory, this study examines the association between the perceived efficacy of the COVID-19 vaccination, use of social media for COVID-19 vaccine-related information, openness to experience and descriptive norm with the intention to receive the COVID-19 vaccination, and the moderating role of openness to experience among 6922 university students in mainland China. The intention to receive the free and self-paid COVID-19 vaccination is 78.9% and 60.2%, respectively. Results from path analyses show that perceived efficacy of the COVID-19 vaccination, use of social media for COVID-19 vaccine-related information, and openness to experience and descriptive norm are all positively associated with the intention to receive COVID-19 free and self-paid vaccination. The association between the perceived efficacy of the COVID-19 vaccination and descriptive norm with the intention to receive the COVID-19 vaccination is stronger among those with a lower level of openness to experience. Our findings support the usefulness of Diffusion of Innovations Theory and the moderating role of openness of experience in explaining intention to receive the COVID-19 vaccination.

The Relationship between Norms and Risky Driving Behavior: A Systematic Review.

BACKGROUND: Road accident statistics has been seen increasing over the years despite numerous efforts made by the authorities. Human factors have contributed 90% of accident occurrence with risky driving behavior being one of the significant human factors that can be further explained through norms. This review paper aimed to investigate the relationship between norms and drivers' risky driving behavior. METHODS: A systematic review process was conducted through four academic databases namely Scopus, Wiley Online Library, Emerald and Web of Science of no limitation for date. Overall, 3443 titles were identified and after several screening and reviewing processes, only 27 studies were included. RESULTS: The results of the review demonstrated mixed findings between subjective norm and risky driving behavior, whereas the relationship between group norm, moral norm, injunctive norm, descriptive norm and risky driving behavior were observed significant. CONCLUSION: Appropriate educational awareness is required to educate the society in practicing good norms for mutual benefit of the society. Parents also need to set a good example for their children by abiding the traffic rules and regulation.

Predicting Stage of Exercise Among Patients with Type 2 Diabetes: A Test of the Extended Theory of Planned Behavior.

PURPOSE: This study aimed to predict stage of exercise among Chinese patients with type 2 diabetes by using an extended theory of planned behavior model (TPB) incorporating descriptive norm and self-identity. PATIENTS AND METHODS: Participants (N=791) were included in a cross-sectional study. Structural equation modeling was used to explain how the extended TPB could predict the stage of exercise. RESULTS: The model accounted for 41% of the variance in stage of exercise and 81.1% of the variance in intention. Intention (ß=0.359, P<0.01) and self-identity (ß=0.236, P<0.001) had a direct effect on stage of exercise. Self-identity (ß=0.261, P<0.001), descriptive norm (ß=0.035, P<0.05) and PBC (ß=0.683, P<0.001) were strong predicators of intention. The effects of self-identity and PBC on behavior were significantly mediated via intention. Age, BMI and stage of diet behavior were found to be significantly related to intention and behavior. CONCLUSION: This study has tested the usefulness of the extended TPB for explaining exercise in Chinese diabetic patients. To promote patients to start or continue exercising, interventions should target self-identity and controllability for physical activity.