The theory of planned behaviour: Self-identity, social identity and group norms

The aim of the present study was to examine further the role that self-iden tity plays in the theory of planned behaviour and, more specifically, to: ( 1) examine the combined effects of self-identity and social identity constr ucts on intention and behaviour, and (2) examine the effects of self-identi ty as a function of past experience of performing the behaviour. The study was concerned with the prediction of intention to engage in household recyc ling and reported recycling behaviour. A sample of 143 community residents participated in the study. It was prospective in design: measures of the pr edictors and intention were obtained at the first wave of data collection, whereas behaviour was assessed two weeks later. Self-identity significantly predicted behavioural intention, a relationship that was not dependent on the extent to which the behaviour had been performed in the past. As expect ed, there was also evidence that the perceived norm of a behaviourally rele vant reference group was related to behavioural intention, but only for par ticipants who identified strongly with the group, whereas the relationship between perceived behavioural control (a personal factor) and intention was strongest for low identifiers.