Listen to others or yourself? The role of personal norms on the effectiveness of social norm interventions to change pro-environmental behavior

Social norm interventions are a cheap and convenient strategy to promote proenvironmental behavior change. However, the effectiveness of using them has been debated. The present study argues that the effectiveness depends on one's own internal moral compass, as presented by personal norms. We examined this main assumption across 3 studies focusing on pro-environmental behavior in a food and diets context. Study 1 shows in a cross-sectional...