Promoting sustainable procurement through the power of social norms: behavioral intentions and advocacy (BIA) as moderator

Purpose This study aims to examine the influence of descriptive, injunctive and personal norms on behavioral intentions and advocacy (BIA) for sustainable procurement, and to investigate how BIA moderates the relationship between these norms and the effectiveness of Sustainable Procurement Practices (SPP) among small and medium-sized enterprises (SMEs) in Ghana. Design/methodology/approach A quantitative cross-sectional survey design was used. Data were collected from 245 procurement officers, supply chain staff and owner-managers within Ghana’s sachet water manufacturing industry. The hypothesized relationships were tested using Structural Equation Modeling (SEM) via SmartPLS 4. Findings Results indicate that descriptive, injunctive and personal norms are positively associated with BIA and SPP, with personal norms showing the strongest positive association. BIA functions as both a mediator and a moderator, amplifying the effect of social norms on procurement outcomes. However, personal norms only moderated the effect of descriptive norms on BIA, not injunctive norms. Research limitations/implications The cross-sectional design limits causal inferences, and findings are context-specific to Ghana’s sachet water industry. Future research should use longitudinal designs and test the model in other emerging economies to validate generalizability. Practical implications SME managers should cultivate internalized ethical commitments through values-based training. Policymakers and industry associations should leverage social norms via peer benchmarking programs and public recognition mechanisms to foster sustainability beyond formal regulations. Originality/value This study integrates Institutional Theory and the Theory of Planned Behavior within an under-researched SME context in a developing economy. It uniquely reconceptualizes BIA as a pivotal moderating capability rather than merely an outcome, offering novel empirical evidence on norm-based mechanisms for embedding sustainability in supply chains.