Towards a normative change approach in child labour: A theoretical analysis and empirical exploration of the constituted and constitutive procedural social norms

Growing evidence in the field of child labour has identified social norms among the key antecedents. Social norms regulate actions of people within the social order. Where social norms are institutionalized and legitimized, people conform to them out of a sense of duty. It is argued that legitimate, deep-rooted, and institutionalized social norms are difficult to change. Yet, there have been some significant improvements in research suggesting that normative change programs can effectively shift deep-rooted social norms. In this study, we explored a pathway to change social norms that underpin child labour practices in four major hubs of cocoa and sea fishing. We employed a bottom-up practice research approach to co-design the study, and implemented it through narrative vignette interviews. Using vignette stimulus, we interviewed parents (n = 40), with 20 of them perceived to have engaged their children in child labour, and stakeholders in the communities (n = 10). Findings from the narrative interviews revealed norms on informal apprenticeship, inheriting family business, and hard work, among the core child labour norms. We unraveled the constitutive procedural norms that legitimize and justify the child labour norms in the communities. Based on this, a normative change framework has been designed and supported with suggested intervention programs to shift the social norms.