Influence of environmental concern ascribed to
relevant others
The limitations noted above concerning the conceptualization
of social norms, together with the predominance of the
approach based exclusively on the individual’s viewpoint, are
indicative of the work that remains to be done in order to grasp
the role of social influence on ecological behavior. The
purpose of this study is to examine the determinants of
ecological behavior based on a different approach that involves
focusing on the role of consumers’ perceptions and beliefs
regarding the environmental concern of their relevant others.
Social norms are indeed deemed to represent the values and
attitudes of significant others (Hopper and Nielsen, 1991). In
this respect, others’ environmental concern can be viewed as
“the socially accepted norm” (Schwepker and Cornwell,
1991, p. 85). This idea might be worth investigating, as it is
often argued that social norms tend to be complied with,
particularly when they are conscious or made salient (Cialdini
et al., 1990).