Abstract This paper investigates the impacts of social norms to socially responsible consumer behavior in China. We find that ① normative rationality influences purchase intention through two different paths: “internalization mode” (i.e. norm perception-normative identification-normative behavior intention-purchase intention) and “pressure mode” (i.e. norm perception-normative behavior intention-purchase intention). ② Consumers’ self-responsibility attribution poses a positive impact on norm identification. ③ Consumers’ self-responsibility attribution has a positive moderating effect on the relationship between norm identification and normative behavior intention.
2016, Vol. 13 
