M11. Motivated to Be Moral: the Effect of Nostalgia on Consumers’ Recycling Behavior
Prior research on nostalgia has primarily focused on its psychological and social functions. However, little has been done about whether and how nostalgia affects individuals’ pro-environmental behaviors. Through two studies, we demonstrate that nostalgia can increase consumers’ intention to recycle, and this effect is mediated by moral purity.
Citation:
Xiadan Zhang, Xiushuang Gong, and Jing Jiang (2018) ,"M11. Motivated to Be Moral: the Effect of Nostalgia on Consumers’ Recycling Behavior", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 938-938.
Authors
Xiadan Zhang, Renmin University of China
Xiushuang Gong, Jiangnan University
Jing Jiang, Renmin University of China
Volume
NA - Advances in Consumer Research Volume 46 | 2018
Share Proceeding
Featured papers
See MoreFeatured
When Implementation Intentions Backfire: Illusion of Goal Progress in Financial Decisions
Linda Court Salisbury, Boston College, USA
Gergana Y. Nenkov, Boston College, USA
Min Zhao, Boston College, USA
Featured
Can Implicit Theory Influence Construal Level?
Olya Bullard, University of Winnipeg
Sara Penner, University of Manitoba, Canada
Kelley Main, University of Manitoba, Canada
Featured
Both Good from Afar…and Far from Good? Mental Representation Changes Consumer Preference for Products from a Brand with a Reputation for Innovativeness
Jeff Larson, Brigham Young University, USA
Kelly Goldsmith, Vanderbilt University, USA
BJ Allen, University of Arkansas, USA