Actions speak louder than words: Investigating the interplay between descriptive and injunctive norms to promote alternative fuel vehicles

Environmental problems are escalating. Alternate fuel vehicles are a technologically viable solution to curb transport‐related pollution and greenhouse gas emissions that cause environmental problems. Based on the theory of norms‐driven behavior, this study explains how the underlying facets of subjective social norms (injunctive and descriptive) are linked with personal norms (integrated and introjected) and how this linkage leads to eco‐socially conscious consumer behavior related to the choice and use of personal cars. Data were collected from 687 automobile customers from eight large cities in Pakistan. The partial least squares structural equation modeling approach was employed to test the hypothesized relationships of the study. The results showed that subjective norms are positively associated with personal norms, and both together lead to eco‐socially conscious consumers’ behavior related to the choice and use of personal cars. Implications for marketers are suggested to promote alternate fuel vehicles and the eco‐social use of personal cars.