A Study of Influencing Individualand Social Norms on Environmental Friendly Behavior

To foster environmental friendly behavior, it is necessary to understand individual an social norms. Thus, this study aims toanswer the question that to what extent these norms are facilitating individual’s environmental behaviorand to what extent, they are filling the gap between attitudes and behaviors towards environmental behavior. This study was conducted among urban dwellers of Mazandaran province in 2016 with utilizing survey method. To identify the sample, a cluster sampling method was applied and 467 people were surveyed. The questionnaire was used as a mean of data collection and the validity was measured by utilizing some experts, while reliability of the questionnaire was measured by using Alpha Cronbach technique. The results of the study show that levels of individual and social norms are not so strong among surveyed people. However, the results indicate that above mentioned norms affectenvironmental behaviors. These types of norms also help to fill the gap between attitudes and environmental behaviors. The results of regression analysis also show that social norms have most influence on environmental friendly behavior and are a strong predictor compared with other surveyed variables. The paper is ended up with some explanation about norms weaknesses.