The Effect of Product Evaluations on Consumer Recycling Behavior

We examine how product evaluations (positive vs. negative) affect consumers’ decisions to recycle or trash products, even when these evaluations (e.g., taste of bottled water) does not affect recyclability (of the bottle). Across four experiments, we provide evidence for this novel effect and demonstrate why this occurs.


Vivian (Jieru) Xie and Rajesh Bagchi (2020) ,"The Effect of Product Evaluations on Consumer Recycling Behavior", 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: 788-789.


Vivian (Jieru) Xie, Virginia Tech, USA
Rajesh Bagchi, Virginia Tech, USA


NA - Advances in Consumer Research Volume 48 | 2020

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