The Influence of Self-Identity on Consumer Recycling Behavior

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.



Citation:

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, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 814-814.

Authors

Remi Trudel, Boston University, USA
Jennifer Argo, University of Alberta, Canada
Matthew D. Meng, Boston University, USA



Volume

NA - Advances in Consumer Research Volume 42 | 2014



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