Abstract

Personal and social norms are well-established predictors of proenvironmental behavior, and past research often discusses the motivational properties of different norms. However, less research has examined how individuals feel after conforming to, or deviating from, a norm. We suggest that emotions may function as norm enforcement tools that reward conformity and punish deviance. As a starting point, we outline the emotions that individuals may experience when conforming to, or deviating from, different norms (i.e., personal norms, descriptive social norms, injunctive social norms), and how these emotions can influence proenvironmental behavior. More research is needed to clarify how emotions facilitate, and possibly mediate, the influence of norms on proenvironmental behavior.