Separating Subjective Norms, University Descriptive and Injunctive Norms, and U.S. Descriptive and Injunctive Norms for Drinking Behavior Intentions

Abstract The theory of planned behavior and the social norms approach both stress the important influence that normative perceptions have on behavioral intentions and behavior. These 2 approaches were used to examine the behavioral intention to limit drinking to 0 to 4 drinks. Further, this study examined whether perception of subjective norms, university- and U.S.-level descriptive norms, and university- and U.S.-level injunctive norms represented separate dimensions for this behavioral intention. A representative sample of 1,100 undergraduate students completed a Web-based survey. The results confirmed that the 5 types of norms were all unique constructs and showed that individuals' intentions to limit their alcohol consumption to 0 to 4 drinks were predicted by positive attitudes, perceived behavioral control, subjective norms, U.S. descriptive norms, and U.S. injunctive norms. Subjective norms also moderated the relationship between perceived behavioral control and behavioral intention. University descriptive norms served as a moderator between attitudes and behavioral intentions and between perceived behavioral control and behavioral intentions. This study has important implications for norms-based theories and campaigns.