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99 Nw. U. L. Rev. 1101 (2004-2005)
Order without Social Norms: How Personal Norm Activation Can Protect the Environment

handle is hein.journals/illlr99 and id is 1111 raw text is: Copyright 2005 by Northwestern University, School of Law Printed in U.S.A. Northwestern University Law Review Vol. 99, No. 3 ORDER WITHOUT SOCIAL NORMS: HOW PERSONAL NORM ACTIVATION CAN PROTECT THE ENVIRONMENT Michael P. Vandenbergh* I. INTROD UCTION ................................................................................................... 110 1 II. N ORM A CTIVATION ........................................................................................... 1107 A . The Toxics Example .................................................................................. 1107 B. The Activation of Personal Norms ............................................................ 1114 III. TtE EXPLANATORY CAPACITY OF NORM ACTIVATION ....................................... 1129 A . Environm ental Beliefs ............................................................................... 1129 B. Explaining Prior Norm Efforts .................................................................. 1132 IV. THE IMPLICATIONS OF NORM ACTIVATION ......................................................... 1138 A. The Toxic Release Inventory ..................................................................... 1139 B. The Individual Toxic Release Inventory .................................................... 1146 V. THE EFFECTS OF ITRI INFORMATION .................................................................. 1157 A . A Samp le ITR I ........................................................................................... 1158 B. Effects on Individual Behavior .................................................................. 1159 C. Effects on Rational Risk Regulation .......................................................... 1163 V I. C ONCLUSION ...................................................................................................... 1164 I. INTRODUCTION One of the greatest problems facing norms theorists and regulators is how to induce individuals to act who will not benefit personally and who are not subject to legal or social sanctions. Since the 1991 publication of Order Without Law, Robert Ellickson's path-breaking study of Shasta County ranchers, it has been clear to legal theorists that informal social norms have important influences on behavior. Ellickson and others have * Associate Professor, Vanderbilt University Law School; formerly Chief of Staff at the United States Environmental Protection Agency. I would like to thank Linda Breggin, Rebecca Brown, Ann Carlson, John Goldberg, Steven Hetcher, Stephen Klineberg, Greg Mitchell, Erin O'Hara, Robert Ras- mussen, Christopher Yoo, and workshop participants at the Southeastern Association of Law Schools Annual Conference, Vanderbilt Law School, and the Vanderbilt Interdisciplinary Social Psychology Seminar. Danielle Brim, John Lucas, Daniel Orr, Chris Rylands, and Emily Schlessinger provided ex- cellent research assistance. The Vanderbilt Dean's Fund provided financial support. 1101

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