Using Values, Beliefs, and Norms to Predict Conserving Behaviors in Organizations

Cristina E. Ciocirlan, Elizabethtown College
Diana Gregory-Smith, Newcastle University Business School, United Kingdom
Danae Manika, Newcastle University Business School, United Kingdom
Victoria Wells, The York Management School


Although micro-level research on corporate social responsibility (CSR) has started to grow, little is known about the antecedents of employee conserving behaviors.(e.g., recycling, repurposing or reusing materials, and saving energy). Conserving behaviors can be explained by the individual-level psychographic variables captured by the values-beliefs-norms (VBN) framework. Given the mixed empirical findings of previous VBN applications in organizations, this paper examines the full VBN model within a workplace context and extends the model by analyzing the effects of VBN variables on employee conserving behaviors. A quantitative survey with a sample of 714 UK office-based employees across a range of industries is utilized and data are analyzed using a Smart PLS approach. We find direct and indirect effects among the VBN variables: in particular, personal norms strongly affect all conserving behaviors studied, highlighting the relevance of norming interventions in organizations. Theoretical and managerial implications are provided.