Die Umsetzung einer persönlichen Norm in umweltverantwortliches Handeln. Ansätze zur Reduktion des motorisierten Individualverkehrs in einer Kleinstadt.

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On the theoretical basis of a modified norm-activation-model interventions are derived to reduce CO2-emission in the domain of mobility behavior. This effects a clearer view of specific possibilities, chances and limits for the planning of interventions in the area of individual mobility. The modified norm-activation-model is based on the theory of altruistic behavior by Schwartz (1977), which is transfered to environmental behavior, enlarged by further constructs of socialpsychological action theory and situational influences. Six starting-points are derived from the model to change the behavior and the necessary, specific measures are stated. One of the model’s specific starting-points (perceived behavior control) is put in concrete terms in the case of „reduction of motor vehicle traffic in Nürtingen“. A specification of target groups is derived from the model and exemplarily related to the Nürtingen case. Finally the special contributions of the modified norm-activation-model for planning interventions are evaluated.
Original languageGerman
Issue number2
Pages (from-to)10-22
Number of pages13
Publication statusPublished - 1999
Externally publishedYes