Social Norms, Contextual Factors and Sustainable Consumption Behaviours among Urban Households in the Greater Kampala Metropolitan Area

This study investigated the relationship between social norms (injunctive and descriptive), contextual factors, and sustainable consumption behaviours among urban households in the Greater Kampala Metropolitan Area (GKMA). The study was premised on the focus theory of normative conduct. A sample of 400 respondents selected from 893,868 households in the GKMA were interviewed. The results showed that both injunctive and descriptive social norms are positively related to the sustainable consumption behaviours of urban households, while contextual factors such as time availability and access to facilities did not impact the relationships.