How Social Norms Influence Construction Workers' Safety Behavior: A Social Identity Perspective

Workers' unsafe behavior is one of the main causes of construction accidents. Traditionally, to reduce workers' unsafe behavior, construction managers have focused on formal controls; however, these approaches have proven ineffective to elicit desired changes in improving safety behavior. To amend these interpretive limitations, increased attention has been paid to the social aspect of workers' safety behavior. While we know that workers' safety behavior is not only affected by workgroup norms but also subject to management norms, we have a limited understanding of how management norms and workgroup norms can be transformed into workers' safety behavior. Given this background, this study aims to investigate: (1) the effects of workers' perceptions of workgroup norms and management norms on safety behavior, and (2) the factors affecting the relationship between workers' perceptions of workgroup norms and management norms and safety behaviors. Results indicate that perceived workgroup norm partially mediates the effect of perceived management norms on safety behavior. In addition, project identity positively moderates effects of perceived management norm and negatively moderates effects of perceived workgroup on safety behavior. This study contributes to the theoretical foundations for a new way of construction safety management. Managerial efforts to promote positive social norms and workers' project identity can be an effective means for improving safety in construction sites.