Norm activation theory in the plastic age: Explaining children's pro-environmental behaviour

Aditya Benyamin, Ratna Djuwita, Amarina Ashar Ariyanto

Research output: Contribution to journalConference articlepeer-review

7 Citations (Scopus)


Our excessive consumption of single-use plastic has made this era become a plastic age, thus pro-environmental behaviour (PEB) should become our means of survival. This study aims to test whether norm activation theory which is commonly used to explain PEB on adults, could also shed some light in the same behaviour on children sample. Questionnaires, observation, and focus group discussion were used to obtain data from 533 fifth grade students in Jabodetabek, Indonesia. School environment, cultural background, age, length of study, and where the participants live are controlled. Data were then processed through Structural Equation Modelling (SEM). As predicted, norm activation theory has an adequate goodness of fit. Moreover, this study discovers a new interpretation of the theory, that adverse consequence can directly predict personal norm and PEB, due to the malleability of this theory which is further explained in the discussion.

Original languageEnglish
Article number08008
JournalE3S Web of Conferences
Publication statusPublished - 12 Dec 2018
Event2018 International Conference Series on Life Cycle Assessment: Life Cycle Assessment as A Metric to Achieve Sustainable Development Goals, ICSoLCA 2018 - Jakarta, Indonesia
Duration: 24 Oct 201825 Oct 2018


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