Promoting sustainable procurement through the power of social norms

Purpose This study aims to investigates how social norms influence behavioral intentions and the perceived effectiveness of interventions aimed at promoting sustainable procurement practices, specifically within the context of small and medium-sized enterprises (SMEs) in Ghana’s sachet water industry. Design/methodology/approach A quantitative survey methodology was used, targeting procurement and supply chain personnel within Ghanaian SMEs. Data from 245 respondents were collected and analyzed using structural equation modeling (SEM) to test a conceptual framework linking descriptive norms (DN), injunctive norms (IN) and personal norms (PN) to behavioral intentions and advocacy (BIA), as well as the effectiveness of social norm interventions (ESNI). Findings The results reveal that PN are the strongest predictor of BIA (β = 0.41), outperforming both injunctive (β = 0.27) and DN (β = 0.32). Furthermore, BIA was found to be a central mechanism, significantly mediating the relationship between the norm constructs and the perceived ESNI (β = 0.19). Research limitations/implications While the study identifies individual-level psychological drivers (PN, DN, IN) as central to sustainable procurement intentions, future research could delve deeper into organizational-level factors that may moderate or mediate these relationships. For instance, how does organizational culture influence the internalization of PN? How do leadership styles and top-management support affect the translation of behavioral intentions into actual procurement practices. Practical implications Practically, this suggests that interventions should prioritize strategies that activate PN, supplemented by leveraging DN once initial intentions are formed, to achieve more effective and sustainable supply chain practices, particularly in informal sector SMEs with limited regulatory pressure. Originality/value The study not only highlights the primacy of internalized PN but also demonstrates how the interplay of DN, IN and PN is reshaped by Ghana’s collectivist culture and the informal governance structures typical of SME-dominated sectors. By revealing these context-contingent mechanisms, the research advances norm theory beyond Western, formal-sector assumptions and offers a culturally grounded framework for sustainable procurement in similar Global South settings.