Page 88 - Azerbaijan State University of Economics

THE JOURNAL OF ECONOMIC SCIENCES: THEORY AND PRACTICE, V.81, # 2, 2024, pp. 84-103

Governments and regulatory bodies play a crucial role by setting environmental
standards and providing incentives for sustainable practices. Consumers increasingly
prefer products from companies with strong environmental credentials, creating
market-driven motivations for adopting eco-friendly practices (Chan, 2024).
Furthermore, organizations with a culture that values sustainability are more likely to
integrate eco-friendly practices into their operations. Thus, promoting eco-friendly
practices in manufacturing firms is vital for achieving environmental sustainability
and meeting the growing expectations of stakeholders.

Theoretical Review
The theory of normative conduct, developed by Cialdini et al. (1990) provides a
framework for understanding how social norms influence behaviour. This theory
posits that behaviour is guided by two types of norms: Descriptive norms and
injunctive norms. Descriptive norms refer to perceptions of what is commonly done
in a given situation, while injunctive norms involve perceptions of what is socially
approved or disapproved (Cialdini et al., 1990). The theory suggests that both types
of norms can significantly influence individual and collective actions, particularly in
the context of environmental behaviour (Kallgren et al., 2000). Descriptive norms
play a crucial role in shaping climate change attitudes by influencing individuals’
perceptions of common behaviours within their social or organizational context. For
example, if employees observe that their colleagues frequently engage in eco-friendly
practices such as recycling or using energy-efficient devices, they are more likely to
develop positive attitudes towards these behaviours (Goldstein et al., 2008). This
observation aligns with the concept that people tend to conform to what they perceive
as typical behaviour, thereby promoting a culture of environmental awareness and
sustainability within organizations. Injunctive norms, on the other hand, influence
climate change actions by reflecting societal or organizational approval of specific
behaviours. When employees perceive that their organization values and rewards eco-
friendly actions, such as reducing waste or participating in environmental initiatives,
they are more likely to engage in these behaviours to gain social approval and avoid
disapproval (Cialdini et al., 1990). This normative influence is crucial for motivating
action-oriented responses to climate change and promoting the adoption of sustainable
practices within the workplace.

Descriptive norms can affect resource efficiency in manufacturing firms. When
employees see that resource-efficient practices are commonly adopted and normalized
within their organization, they are more likely to follow suit. For instance, observing
colleagues regularly implementing measures to conserve energy, reduce material
usage, and recycle can encourage similar behaviours across the organization (Schultz
et al., 2007).

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