This study investigates how a foreign language impacts social norms. We tested this by comparing the magnitude of response differences between norm-violating and norm-adhering behaviors in native language versus foreign language. In experiment 1, participants indicated the acceptability of third-person black and white lies in either their native or foreign language on a Likert scale. In experiment 2, participants indicated their first-person intentions to tell black and white lies on a Likert scale. Experiment 3 conceptually replicated experiment 1 on a slider scale, testing white lies and blunt truths. In experiment 4, participants provided dichotomous yes–no decisions to tell black and white lies. Results revealed a significant reduction of acceptability ratings in experiments 1 and 3 while only showing such a trend in experiments 2 and 4, suggesting language impacts particularly descriptive social norms. Collectively, these findings provide insight into how a foreign language diminishes the influence of social norms.

The aim of this paper is to analyse the intention to purchase animal welfare-friendly meat products and determine the factors explaining this intention. Additionally, a model of the intention to purchase animal welfare-friendly meat products has been developed based on the Theory of Planned Behaviour (TPB). This model has been specified as a two-equation multivariate ordered probit model and estimated using data from a survey conducted in Spain in 2008. Results indicate that one of the most important factors associated with the intention to purchase animal welfare-friendly meat products was consumer self-identification with ethical issues. Second, findings suggested that, as the Theory of Planned Behaviour states, other factors related to the intention to purchase these products were attitudes, subjective norms and perceived behavioural control.

By simply modifying management decisions towards an environmentally friendly approach, organisations can minimise their negative operational impacts on the environment. A key question is whether a manager’s pro-environmental decision-making behaviour can be determined by their personal characteristics. Our study hypothesised that three core attributes (personal values, attitudes, and subjective norms) of a person can predict their future pro-environmental behavioural intention — the closest proxy of actual pro-environmental behaviour. Using the theoretical lenses of Value-Attitude-Behaviour theory (VAB) and Value-Belief-Norm theory (VBN), we examined the roles of three core attributes of future business leaders (MBA students) on their intention to behave pro-environmentally. The results of structural equation modelling indicate that future managers’ environmental values, attitudes, and subjective norms are positively associated with their intentions related to pro-environmental behaviour. Mediation test of the structural model further indicates that environmental attitudes mediate the link between personal values and intention; however, subjective norms does not. Our results imply that effective recruitment and selection mechanisms may incorporate these attributes to assist organisations in the identification of environmentally responsible business leaders. By hiring environmentally responsible managers, organisations will be able to better fulfil their commitment towards sustainability outcomes.

This paper expands the Theory of Planned Behavior to explore the role of leaders’ normative expectations in driving employees’ service performance. Two quantitative studies in the context of retailing indicate that leaders’ normative expectations for high-quality service are related to employee service performance, through employee self-expectations for quality service (Study 1; N=75), and service role identity (Study 2; N=226). Both studies apply Kelman’s Theory of Social Influence by exploring how leaders influence employees’ expectations and corresponding behaviors, through the three processes of social influence: compliance, identification, and internalization. Leaders’ normative expectations for high-quality service enhances employee service performance not only by adjusting self-expectations to comply with an authority figure’s expectations or by identification with the leader as a role model, but rather as a deep-rooted process where the leader’s normative expectations are internalized into employee’s role identity. The theoretical and practical implications are discussed.

Two studies are reported using the theory of planned behaviour (TPB) to examine Koreans' intentions and self-reported behaviour of joining and not joining alcohol-related social gatherings with work colleagues after work hours. Study 1 showed that group-related attitudes and perceived behavioural control of the TPB components regarding joining were significantly associated with intentions to join. Study 2 examined TPB components regarding not joining and intentions to not join. Study 2 found that although none of the TPB components was directly related to intentions, subjective norms from work colleagues moderated the effect of group-related attitudes on intentions to not join. The TPB components and intentions were not significantly related to self-reported behaviour of joining. The findings indicate that the relationships between the TPB components and intentions can be different for engaging and not engaging in a behaviour.