Using Norm Networks to Map Cultural Differences in Predictors of Proenvironmental Behavior in the United States and India

We examine the connection of social norm perceptions with sustainable behavior and attitudes, employing an innovative method—a norm network analysis—to generate a rich comparison of sociocultural influences in two globally distant populations. With behavior in real-world settings likely motivated by a multitude of social norms of different types (static or dynamic, descriptive, or injunctive) and different content and levels of specificity, we surface a large network of norms relevant to a variety of sustainability-related behaviors. In two metropolitan areas in the United States (New York and Texas) and India (Maharashtra and Delhi), we assess dozens of social norm perceptions, personal attitudes related to some of these norms, and behavioral intentions in two important domains for addressing climate change and energy demand: purchasing energy-efficient air conditioners and using public transit. We deploy network visualizations and community detection techniques to map out networks of norms, attitudes, and behaviors in both countries, to identify how norms cluster and how they relate to attitudes and behaviors. This analysis shows that norms cluster in identifiable ways, with similar numbers and types of clusters of norms in both countries. Respondents’ social norm perceptions significantly predict their behavioral intentions above and beyond demographic characteristics and personal attitudes in both India and the United States. Surprisingly, perceived social norms showed no stronger correspondence to behavioral intentions in India—a psychologically tight culture characterized by strong social norms and lower tolerance for deviation—compared to the United States, a loose culture exhibiting contrasting features.