The Influence of Social Identity on Disposal Behavior

Remi Trudel, Boston University, USA
Jennifer Argo, University of Alberta, Canada
Matthew D. Meng, Boston University, USA
Across five studies, we show that consumers’ recycling tendencies are greater when a product possesses a relevant social identity, because possessions linked to a salient social identity are valued more and throwing this possession into the trash threatens one’s identity, a state consumers will seek to avoid.
[ to cite ]:
Remi Trudel, Jennifer Argo, and Matthew D. Meng (2015) ,"The Influence of Social Identity on Disposal Behavior", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 638-638.