Listen to others or yourself? The role of personal norms on the effectiveness of social norm interventions to change pro-environmental behavior

Social norm interventions are a cheap and convenient strategy to promote proenvironmental behavior change. However, the effectiveness of using them has been debated. The present study argues that depends on one's own internal moral compass, as presented by personal norms. We examined this main assumption across 3 studies focusing pro-environmental in food diets context. Study 1 shows cross-sectional design people with stronger norms more likely reduce their meat consumption regardless perceptions static or dynamic social towards consumption. Furthermore, quasi-experimental findings show (Study 2) 3) normative messages effective weaker behavior. Therefore, when evaluating people's should be taken into consideration.