This study is aimed at understanding and observing rule compliance between men and women. It examines the gender difference in compliance and/or conversion with people placing their rubbish in provided bins within a food court environment, as hypothesised women were more likely to be compliant with disposing their rubbish.

Social influence is vital to gage individual’s behaviour. There is long-standing evidence in social psychology that people strive for consistency within their attitudes, beliefs, and behaviour (Festinger, 1957). Therefore to uphold this level of consistency individuals must comply with the group or majorities attitudes, beliefs and behaviours. It is an important force keeping groups together and facilitating communication (Bond & Smith, 1996). Disposing of rubbish in a bin is a pro-environmental behaviour which can be categorised as a positive social norm. Social norms are defined as ‘rules and standards that are understood by members of a group, that guide and/or constrain social behaviour without the force of law’ (Cialdini & Trost, 1998). Adhering to these social rules is described in terms of conformity or adversely conversion. Various social norms can alter an individual’s response to a specific situation depending on their environment and individual gains from doing so. For example to judge whether a person will dispose of their rubbish one must account for their personal norms and perceived social norms within the culture. Cialdini et al., (1991) developed the norm focus theory stating that only those norms which are focused on a given situation predict behaviour. For example if a person in a food court see’s a ‘Don’t waste Victoria, do the right thing’ then they have the focus of rubbish and the willingness to abide by the social rules to dispose of their waste. Even considering recycling in the home, social norms have been