Theorizing the Role of Group Dynamics in Social Normative Influence on Pro-Environmental Behaviours Across Cultures

Pro-environmental behaviors (PEB) are inherently collective, influenced by social norms and cultural contexts. Yet the role of group dynamics in normative influence remains underexplored. This study examines how group identity and group orientation moderate normative effects on PEB through a survey on anti-littering in Ghana and an experiment on reusable bag adoption in the U.S. Results showed that social norms increased intentions in the U.S. but had limited effects in Ghana. Group identity moderated descriptive norms differently across cultures. A three-way interaction among injunctive norms, group identity, and group orientation emerged in the U.S. Implications for culturally grounded interventions were discussed.