Social Norms and Heat Resilience: Testing and Extending the Theory of Normative Social Behavior to Heat Adaptation Behavioral Intentions

Abstract

Guided by the Theory of Normative Social Behavior (TNSB), this study investigated how perceived static and dynamic norms, outcome expectations, and risk perceptions influence heat adaptation intentions. By conducting an online survey with 317 participants based in the U.S., the study examines the theoretical propositions within the TNSB framework, extends these propositions to include dynamic norms, and investigates how risk perceptions moderate normative influence. Results revealed that perceived static descriptive norms, dynamic injunctive norms, outcome expectations, and risk perceptions had significant main effects on intentions to engage in heat adaptation behaviors. Dynamic injunctive norms moderated the association between dynamic descriptive norms and heat adaptation intentions, such that when dynamic injunctive norms increased, the association between dynamic norms and heat adaptation behaviors was strengthened. Notably, outcome expectations moderated the relationship between both perceived static and dynamic descriptive norms and behavioral intentions; however, these moderation patterns were opposite to the theoretical predictions. Consistent with theoretical expectations, risk perceptions moderated the association between dynamic descriptive norms and intentions, such that risk perceptions attenuated the association between dynamic descriptive norms and intentions. Implications for the advancement of theory and the development of effective health campaigns were discussed.