Who Shapes What We Should Do in Urban Green Spaces? An Investigation of Subjective Norms in Pro-Environmental Behavior in Tehran

Understanding the social drivers of pro-environmental behavior in urban forests and green spaces is critical for addressing sustainability challenges. Subjective norms serve as a key pathway through which social expectations influence individuals’ behavioral intentions. Despite mixed findings in the literature regarding the impact of subjective norms on individuals’ intentions, there is a research gap about the determinants of this construct. This study was conducted to explore how social expectations shape perceived subjective norms among visitors of urban forests. A theoretical model was developed with subjective norms at its center, incorporating their predictors including social identity, media influence, interpersonal influence, and institutional trust, personal norms as a mediator, and behavioral intention as the outcome variable. Using structural equation modeling, data was collected and analyzed from a sample of visitors of urban forests in Tehran, Iran. The results revealed that subjective norms play a central mediating role in linking external social factors to behavioral intention. Social identity emerged as the strongest predictor of subjective norms, followed by media and interpersonal influence, while institutional trust had no significant effect. Subjective norms significantly influenced both personal norms and intentions, and personal norms also directly predicted intention. The model explained 50.9% of the variance in subjective norms and 39.0% in behavioral intention, highlighting its relatively high explanatory power. These findings underscore the importance of social context and internalized norms in shaping sustainable behavior. Policy and managerial implications suggest that strategies should prioritize community-based identity reinforcement, media engagement, and peer influence over top-down institutional messaging. This study contributes to environmental psychology and the behavior change literature by offering an integrated, empirically validated model. It also provides practical guidance for designing interventions that target both social and moral dimensions of environmental action.