The Influence of Social Identity on Disposal Behavior

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.



Citation:

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 , Carolyn Yoon, and , Duluth, MN : Association for Consumer Research, Pages: 638-638.

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 43 | 2015



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