Social norms and littering – The role of personal responsibility and place attachment at a Pakistani beach

This research has applied an integrated norms model using place attachment, anti-littering descriptive and injunctive norms, and anti-littering personal norms to assess anti-littering behavioral intentions in a developing country. The research uses place attachment as a moderating factor to understand the influence of social norms on anti-littering behavioral intentions which has not previously been explored in detail. After a pre-test to validate scales, a survey was conducted among visitors at a beach in Pakistan. This main survey was performed among a sample of 634 respondents to assess direct, mediated, and conditional indirect effect relationships using structural equation modelling and PROCESS model 7. Place attachment was found to strengthen the effect of descriptive norms. The influence of both social norms (i.e., descriptive and injunctive) on anti-littering behavior was only consistent when mediated by personal norms, suggesting the importance of individuals’ own responsibility. Thus, it appears that role of both place attachment and personal norms are vital in discouraging littering. This perspective has important implications because littering in public places such as beaches has been determined as a substantial environmental problem requiring solutions focused on individuals.