Originally developed to explain pro-social behavior, the norm activation model (NAM) has been widely used to analyze pro-environmental behavior (PEB) in various contexts. Therefore, this paper aims to conduct a systematic analysis of the application of NAM to explain PEB. Analyzing trends and patterns in NAM can provide valuable insights into theoretical and practical implications and guide future research.
This research uses bibliometric methods to evaluate the application of NAM in PEB research. Using Scopus as a single database, 604 relevant articles were obtained. The data were analyzed using biblioMagika and VOSviewer for a comprehensive review.
Since 2020, there has been a significant increase in research on PEB using the NAM, driven by heightened attention to environmental issues following the COVID-19 pandemic. More than 70% of publications were published after that year. Furthermore, bibliometric analysis identifies four primary clusters: waste management, transportation modes, agriculture and energy conservation.
This research highlights that although the crucial role of morality in influencing PEB is well established, integrating it with various economic, situational and social strategies can more effectively accelerate behavioral change.
This research provides a systematic overview of the growing use of NAM, grounded in moral motivation to influence PEB, a topic that has not been previously explored.
