The Influence of Self-Identity on Consumer Recycling Behavior

Remi Trudel, Boston University, USA
Jennifer Argo, University of Alberta, Canada
Matthew D. Meng, Boston University, USA
People buy products consistent with their self-identity, but what effect does self-identity have on subsequent recycling behavior when disposing of these products? Across three experiments, we show that consumers are less likely to trash a recyclable item when disposing of it, if the item expresses part of their self-identity.
[ to cite ]:
Remi Trudel, Jennifer Argo, and Matthew D. Meng (2014) ,"The Influence of Self-Identity on Consumer Recycling Behavior", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 814-814.