Abstract: The influence of social norms on individual behaviors is usually underestimated. On the basis of dividing social norms into descriptive norms and injunctive norms and defining the role of focus of attention, the focus theory of normative conduct puts new emphasis on the important role of social norms. According to focus theory of normative conduct, different social norms have different functions, and to properly adopt relative social norms information to intervene environmental behaviors could promote such behaviors as littering reducing, recycling promoting, energy improving, resource conservation and protection, etc. Based on environmental protection, the authors summarized notable problems during taking such scientific and low-cost measures. Finally, the authors discussed the applicability of the focus theory of normative conduct and the measures derived from it on environmental protection in China from two aspects including cultural difference and social characters of China at this stage.

Key words: the focus theory of normative conduct, social norms, public communication