The primary goal of the present research was to examine whether the influence of injunctive norms on changes in health behaviors is mediated by changes in attitudes. The second goal was to examine the role of identification with the social group as a moderator of the relationship of injunctive norms to intentions and behavior. These goals were examined in the context of an intervention to both reduce sunbathing and promote sun protection among a community sample of primarily Caucasian women, ages 37–77. Time 1 data collection (N = 270) assessed attitudes, intentions, behavior, and perceptions of approval of and support for sunbathing and sun protection among other women in the surrounding metropolitan area. At Time 2, participants were randomized to either a standard of care (SOC) control condition ( n = 94) or to a SOC plus personalized normative feedback condition (NF+SOC, n = 95). The SOC communication was a one-page, American Academy of Dermatology flyer detailing precautions for protecting one's skin during sun exposure. Following social norms theory, participants in the NF+SOC condition received an additional flyer that communicated both the true injunctive norms for sunbathing and sun protection observed among the sample at Time 1 and each participant's own perceptions of these same norms, also assessed at Time 1. Time 2 intervention materials were mailed with questionnaires that reassessed attitudes, norms, and intentions related to sunbathing and sun protection. Four weeks later, participants' intentions and behaviors were reassessed (Time 3). The intervention significantly influenced a single attitudinal measure, the belief that protecting one's skin is good. Greater intentions to sun protect at both Time 2 and Time 3, and greater facial sun protection at Time 3, were reported among participants in the NF+SOC condition. Supporting the mediational hypothesis, the increase in Time 3 intention to protect was partially mediated by changes in attitude at Time 2. There was no evidence that mediation was moderated by identification with the group. Sunbathing outcomes did not differ across conditions. Future research should further examine mediators of the injunctive norm-intention relationship, as well as what role identification may play in norms correcting interventions.