Over-Recycling: When Motivated Sustainability Goes Wrong

We examine “over-recycling”—depositing non-recyclables into recycling bins. We show that recycling is associated with moral goodness and environmental benefit, regardless of the recyclability of the item, that recycling is used as a compensation mechanism for low moral self-worth, and that over-recycling is not eliminated by information provision.


Atar Herziger, Grant Edward Donnelly, and Rebecca Walker Reczek (2020) ,"Over-Recycling: When Motivated Sustainability Goes Wrong", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 913-917.


Atar Herziger, Ohio State University, USA
Grant Edward Donnelly, Ohio State University, USA
Rebecca Walker Reczek, Ohio State University, USA


NA - Advances in Consumer Research Volume 48 | 2020

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