The role of parental behaviour for the development of behaviour specific environmental norms – The example of recycling and re-use behaviour

Based on the norm activation theory we developed assumptions about how parents may influence specific pro-environmental behaviours (i.e. re-use of paper and recycling) of their children (age 8–10). A sample of 206 parent-child-dyads were investigated using questionnaires recording norm activation model variables for children (i.e. awareness of need, awareness of consequences, personal norm, subjective norm, pro-environmental behaviour), as well as communication behaviour and actual behaviour of parents. For both behaviours (re-use and recycling) two separate structural equation models were tested (N = 206 and N = 194). Model fit statistics indicate a good fit of empirical data and model structure for both behaviours, supporting our assumption that the norm activation model can be applied to pro-environmental behaviour of young children. Communication behaviour of parents had a different influence on the two respective behaviours. While parents seemed to influence their children's recycling behaviour via sanctions and their own behaviour, re-use of paper was mainly influenced via communication of problem knowledge.