However, the effect is invariably the same;
consumers will be more concerned about the environment
when significant others are also concerned, either because they
have internalized these convictions, or because they have
created social ties with similar people. Either way, the
internalized norm is part of who they are. This process is
consistent with Schwartz’s Norm Activation Model, which
states that personal norms are determined by social norms
(Schwartz, 1977).