1 Department of Marketing and Statistics, Aarhus School of Business, Aarhus BSS, Aarhus University2 MAPP - Centre for Research on Customer Relations in the Food Sector, Aarhus School of Business, Aarhus BSS, Aarhus University3 Marketing and Sustainability, Aarhus School of Business, Aarhus BSS, Aarhus University4 Department of Management, Aarhus BSS, Aarhus University5 Department of Management, Aarhus BSS, Aarhus University
The currently used concept of personal or moral norms is ambiguous with regard to its motivational content. Therefore, a revision of the norm taxonomy is suggested, implying a distinction between three types of personal norms, called introjected, identified, and integrated norms. A preliminary assessment of the taxonomy is carried out based of a survey of a random sample of Danish residents 18 years or older. A range of norm constructs were measured with regard to four environmentally relevant behaviours: buying organic milk, buying energy saving light bulbs, source-separating compostable kitchen waste, and using public transportation for work and shopping. The frequency of performing the four behaviours was measured as well. The revised taxonomy possesses content, predictive, and nomological validity and satisfactory test-retest reliability. The taxonomy's construct and discriminant validity is also supported, with the reservation that the different behavioural references are more than just different methods of measuring the same latent construct(s). People evidently hold different norms for different environmentally responsible behaviours.