Author Information
Pipatpong Fakfare, Bangkok University, ThailandManeenate Worrachananun, Bangkok University, Thailand
Nonthawan Songserm, Bangkok University, Thailand
Abstract
Understanding the psychological mechanisms that motivate ethical behavior within cultural and arts-related settings is essential for promoting considerate and socially responsible conduct among arts appreciators and visitors. Drawing on the Norm Activation Model (NAM), this study examines how problem awareness and social norms shape individuals’ ascribed responsibility, moral norms, and subsequent intentions to engage in ethical behaviors during arts events and visits to museums or galleries. The proposed structural framework positions problem awareness and social norms as foundational antecedents of ascribed responsibility, which then activates moral obligations toward ethical conduct within arts venues. Social norms are additionally conceptualized as a direct determinant of moral norms, underscoring the influence of collective expectations on the formation of personal ethical standards. Survey data were collected from 300 arts visitors across major cultural institutions, and the model was tested using partial least squares structural equation modeling (PLS-SEM). All hypothesized relationships were supported, affirming the explanatory strength of the extended NAM in the arts consumption context. The findings highlight the pivotal roles of ascribed responsibility and moral norms in shaping ethical behavioral intentions, while demonstrating the dual influence of social norms in reinforcing both responsibility attribution and moral judgment. Practical implications emphasize the need for interpretive strategies, ethical communication, and community-driven normative cues to foster a culture of ethical behavior within the arts and cultural sector.
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