Given the aim to motivate consumers to behave in an environmentally friendl
y manner, there is a need to understand how consumers' environmental behavi
or can be influenced and what variables predict environmental behavior. Thi
s article applies structural equation models (path analyses) to investigate
these issues, with experienced social norm, assumed consequences of behavi
or and personal norm as independent variables of recycling behavior. The st
udy is based on a Norwegian survey. As predicted, the social norm revealed
no direct link to behavior. Rather, the effect of the social norm seemed to
depend on an intervening personal norm. The possible social pressure exerc
ised by family members was investigated. Assumed environmental consequences
of behavior and reported behavior were found to be only loosely connected.
Furthermore, assumed consequences of behavior revealed no mediating effect
on the link between personal norm and behavior, which is contrary to what
Schwartz's theory on altruistic behavior would imply.