Sustainable Behavior and Its Antecedents: A Systematic …
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sustainable behavior, arguing that the individual can present sustainable behavior as
long as they have values and beliefs that collaborate. Meanwhile, even psychology,
which defends the need of values and beliefs as the antecedents of referred behavior,
argues that for it to occur some requirements are made necessary (Juárez-Nájera et al.
2010).
The Norm-Activation Model, one of the most accepted theories to explain this
type of behavior, relates 2 necessary requirements: an individual’s awareness of
the consequences of their actions (emphasizing that their actions can directly affect
the well-being of other individuals), and the awareness of their responsibility in
acting. These two requirements activate kept personal moral norms, and as a consequence, sustainable behavior is likely to occur. The awareness present in the cited
requirements is formed from the process of acculturation of an individual, and the
experiences the individual has as they get through life.
In general, the importance of raising awareness on the benefits of implementing
sustainability refers to the idea that the internalization of community norms makes the
need of vigilance by authorities and/or managers to be minimal, and so individuals
tend to feel less coerced. Juárez-Nájera et al. (2010, p. 6) emphasize the importance
of this process by arguing that in addition to a unilateral educational process, this
makes the process more participatory, and thus the acceptance of people is greater
in relation to their responsibilities and their expectations that positive outcomes may
be greater:
People internalize the group’s norms because they have participated in their creation, saw the
value to them and their community, and because the norms have become part of the meaning
of community, hence sharing with others helps maintain trusted relationships.
Another factor that shows a direct impact on the individual’s ability to carry out a
course of action is Bandura’s (1999) concept o self-efficacy, according to which the
individual forms a conviction about their ability to mobilize all possible (cognitive
and material) resources to reach a determined goal. The success of this mobilization
depends then on the specificity of the task to be undertaken and the context in which it
occurs. Therefore, the belief of efficacy on the part of the individual can be developed
because it is contextualized. The notion that it is impossible to accomplish a task, or
that it shows a small probability of success, can negatively impact one’s actions and
generate a great repercussion in the processes of implementation of sustainability
programs (Meijers and Stapel 2011).
249
sustainable behavior, arguing that the individual can present sustainable behavior as
long as they have values and beliefs that collaborate. Meanwhile, even psychology,
which defends the need of values and beliefs as the antecedents of referred behavior,
argues that for it to occur some requirements are made necessary (Juárez-Nájera et al.
2010).
The Norm-Activation Model, one of the most accepted theories to explain this
type of behavior, relates 2 necessary requirements: an individual’s awareness of
the consequences of their actions (emphasizing that their actions can directly affect
the well-being of other individuals), and the awareness of their responsibility in
acting. These two requirements activate kept personal moral norms, and as a consequence, sustainable behavior is likely to occur. The awareness present in the cited
requirements is formed from the process of acculturation of an individual, and the
experiences the individual has as they get through life.
In general, the importance of raising awareness on the benefits of implementing
sustainability refers to the idea that the internalization of community norms makes the
need of vigilance by authorities and/or managers to be minimal, and so individuals
tend to feel less coerced. Juárez-Nájera et al. (2010, p. 6) emphasize the importance
of this process by arguing that in addition to a unilateral educational process, this
makes the process more participatory, and thus the acceptance of people is greater
in relation to their responsibilities and their expectations that positive outcomes may
be greater:
People internalize the group’s norms because they have participated in their creation, saw the
value to them and their community, and because the norms have become part of the meaning
of community, hence sharing with others helps maintain trusted relationships.
Another factor that shows a direct impact on the individual’s ability to carry out a
course of action is Bandura’s (1999) concept o self-efficacy, according to which the
individual forms a conviction about their ability to mobilize all possible (cognitive
and material) resources to reach a determined goal. The success of this mobilization
depends then on the specificity of the task to be undertaken and the context in which it
occurs. Therefore, the belief of efficacy on the part of the individual can be developed
because it is contextualized. The notion that it is impossible to accomplish a task, or
that it shows a small probability of success, can negatively impact one’s actions and
generate a great repercussion in the processes of implementation of sustainability
programs (Meijers and Stapel 2011).