Social Norms and the Psychology of Litter Prevention

Littering is a global issue with serious environmental and economic impacts. But, what drives people to act responsibly?Sonny Rosenthal from Singapore Management University and Pengya Ai, a PhD student from Nanyang Technological University are interested in how social norms shape pro-environmental behaviour. Their research reveals how descriptive norms (what people do) and injunctive norms (what people should do) interact with personal responsibility, challenging assumptions about collective action and the bystander effect. The findings offer a new framework for understanding how individuals respond to social cues, and how policy can use these vital insights.Read the original research: doi.org/10.1038/s41598-024-60047-0