The Relationship Between Social Norms and Travel Behavior, and the Mediating Effect of Personal Norms

Abstract

Introduction: Climate change is a societal problem, influenced by travel behaviors such as air travel and car use. Travel emissions can be reduced by changing consumer behavior. Social and personal norms influence behavior and may reduce travel behavior. Their influence on air travel and car use, and a possible mediation effect, are under-researched. This study aims to fill the gap and provide policy leads by examining the relationship between social norms and travel behavior, focusing on air travel and car use, and the mediation of personal norms. The Reasoned Action Approach (RAA), Value-Beliefs-Norms Theory (VBN), and a theory explaining internalization were used as a theoretical framework.

Method: This quantitative, cross-sectional study used an online survey amongst a Dutch sample (n = 1039). Covariates included age, sex, education, and income. Simple linear regressions and mediation analyses using Hayes PROCESS Macro model 4 were conducted.

Results: Results showed social norms were significantly positively related to air travel and car use. A partial mediation effect of personal norms for both behaviors was found.

Discussion: The results showed (1) a positive relationship between car use and air travel in one’s social surroundings and one’s use and (2) this effect was partly mediated by how important one deems a reduction of car use and air travel in general. The findings of this research are in line with the hypotheses, previous findings in the literature, the RAA, the VBN, and the theory regarding internalization. It shows social norms can be targeted to achieve a travel reduction to reduce climate change impact. Based on these findings, future research should examine various norms, travel behaviors, and the mediation relationship in more detail, to improve knowledge as a base for interventions, to combat climate change.

Keywords: social norms; personal norms; travel behavior; Reasoned Action Approach; Value-Belief-Norms theory