Physical Sciences and Mathematics Commons^™

Integrating Moral Norms And Stewardship Identity Into The Theory Of Planned Behavior To Understand Altruistic Conservation Behavior Among Hunters In Southwestern Utah (Usa), Jacob C. Richards, Zachary D. Miller, Russell Norvell, Jordan W. Smith

Environment and Society Faculty Publications

We integrate moral norms and stewardship identity into the Theory of Planned Behavior (TPB) to predict the use of non-lead ammunition in the California condor recovery zone of southwestern Utah. Data were collected from licensed hunters via an online survey. Structural equation models of the TPB without and with the moral norms and stewardship identity constructs were compared to evaluate the utility of integrating these constructs into the TPB. Moral norms did have a significant direct influence on hunters’ behavioral intentions. Both moral norms and stewardship identity had significant indirect influences on behavioral intentions via the core constructs of the …