The role of emotions in collective responses to in-group norm violations: the case of university’s sensitivity to the natural environment norm

The primary objective of this study was to examine the influence of perceptions of environmental in-group norm violations and the associated emotions on the level of support for environmental social movements. Particularly, we examined the association between collective action intentions and the emotions of anger, disgust, guilt, and pride elicited in response to the violation of in-group pro-environmental norms. There were 221 undergraduate participants (154 females, 62 males, 5 non-binary) studying at a Turkish state university, where preserving on-campus environment is perceived as the norm. Participants were randomly assigned to one of two experimental conditions in which on-campus environmental norms were violated or adopted by their peers (i.e., in-group members). Then, their perceptions of norm-violation, emotions about their peers’ on-campus environmental behaviors, and collective action intentions in improving campus’s environmental circumstances were measured. We used structural equation modeling to test the hypothesized links between the study variables. Our findings revealed that participants exhibited high levels of norm violation anger, guilt, and disgust and low levels of pride when their peers were presented as polluters. Only anger and pride were found to be influential in motivating intentions for collective actions. Norm violation perception by itself was not instrumental in mobilizing individuals for the sake of the environment. When coupled with feelings of anger and pride, its association with endorsing intentions for environmental collective action became significant. The current findings shed light on the emotions associated with norm violation and their potential to foster pro-environmental collective action.