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.
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.
Xiadan Zhang, Renmin University of China
Xiushuang Gong, Jiangnan University
Jing Jiang, Renmin University of China
NA - Advances in Consumer Research Volume 46 | 2018
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