Conflicting Norms Highlight the Need for Action

Previous research has not addressed the possibility that people may face conflicting norms of pro-environmental behavior from their multiple in-groups. Across two studies, the authors test competing hypotheses: People may be demotivated by norm conflict, or conversely, norm conflict may motivate people to action. The results of both studies suggest a clearly motivating effect of conflict. Norm conflict was associated with decreased water usage (i.e., increased water conservation) in Study 1, and increased pro-environmental behavior intentions in Study 2. The effects of conflict were partially mediated by perceived effectiveness in Study 2. Although these initial findings indicate that conflict motivates rather than hinders behavioral engagement, future research should investigate whether the nature of the influence of norm conflict depends on factors such as issue importance.