Short Description

The theory of normative social behavior examines the relationship between social norms and behaviors and identifies attributes that make some behaviors more sensitive to normative influence. The theory is applied to test descriptive norms on water conservation attitudes and behavior intentions. Findings from this study show a consistent pattern between descriptive norms and group orientation for attitudes and intentional behavior.

Format and Retrieval

This article can be viewed in html and downloaded as PDF through Taylor & Francis Online. 

Suggested Citation

Lapinskia, Maria Knight, Rajiv N. Rimal, Rebecca DeVries, and Ee Lin Lee. "The Role of Group Orientation and Descriptive Norms on Water Conservation Attitudes and Behaviors." Health Communication 22.2 (2007): 133-142