1 Social influence and young workers ’ union-related attitudes and behaviours

This research sits with recent efforts to examine the group-processes that underpin collective action, such as through a union. It is largely informed by social identity (Tajfel & Turner, 1979) and self-categorization theories (Turner, Hogg, Oakes, Reicher, & Wetherell, 1987). This theoretical perspective invites a more dynamic interpretation of the interplay between people’s perceptions of social-contextual factors and their more enduring union-related attitudes (see Hogg & Abrams, 1995) in the prediction of union outcomes. Results are presented for a survey of young workers who have had little experience of the employment relationship and of unions. Although, in keeping with previous research conducted with older cohorts, the importance of union-related ideology and efficacy beliefs played some independent role in union membership and identity, these beliefs were not predictive of union behaviour. The presence of a workplace norm of support for the union, however, was predictive of all union-related outcomes. Moreover, a pro-union workplace norm appeared necessary for a pro-union ideology to translate into union membership. A significant challenge for unions in modern economies is the growth of non-standard forms of employment, defined by Kalleberg, Reskin, and Hudson (2000) as work which is not regular, full-time, or under a single employer. Although a key to union revitalization is seen t