The norm activation model and theory-broadening: Individuals' decision-making on environmentally-responsible convention attendance

Our research framework is built on the Norm Activation Model (NAM) in order to propose and test a model that predicts intentions to attend an environmentally responsible convention. We made two major revisions to improve the NAM. Specifically, we incorporated attitude and social norm as antecedents of intention and we also integrated the anticipated feeling of pride and guilt into this norm-based theoretical framework. Results of the structural model with 340 samples of convention travelers obtained from an online survey distribution provided excellent empirical support for the proposed model. Our model included greater sufficiency and accuracy than the original NAM and other competing models. Findings also showed that the interpretation of the NAM as a sequential model was more adequate; the hypothesized relationships among the eight constructs were all supported; ascribed responsibility, anticipated emotions, and the personal norm had a significant mediating impact had a prominent role. The implications regarding these findings are discussed.