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Dump or recycle? Nostalgia and consumer recycling behavior

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  • Zhang, Xiadan
  • Gong, Xiushuang
  • Jiang, Jing

Abstract

Although many previous researchers have examined how nostalgia influences consumer purchasing behavior, little is known about whether and how nostalgia affects pro-environmental behavior. Hence, in this paper, we focus on a specific type of pro-environmental behavior, namely, recycling behavior. We suggest that nostalgia induces a sense of meaning, which in turn encourages customers to recycle more. In addition, we hypothesized that both state nostalgia (Studies 1, 2, and 4) and nostalgic products (Study 3) can increase consumer recycling intentions and behavior. More specifically, Study 1 (in a cafeteria) and Study 2 (in a lab) showed that nostalgia elicited by nostalgic music increased recycling behavior, while Study 3 found that nostalgia induced by nostalgic product designs improved recycling intentions. Finally, Study 4 indicated that nostalgia triggered by nostalgic memories augmented recycling intentions, and uncovered the underlying mechanism, a sense of meaning.

Suggested Citation

  • Zhang, Xiadan & Gong, Xiushuang & Jiang, Jing, 2021. "Dump or recycle? Nostalgia and consumer recycling behavior," Journal of Business Research, Elsevier, vol. 132(C), pages 594-603.
    • Handle: RePEc:eee:jbrese:v:132:y:2021:i:c:p:594-603
    DOI: 10.1016/j.jbusres.2020.11.033
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    References listed on IDEAS

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    Cited by:

    1. Christina Soyoung Song & Ji Young Lee & Renissa Mutha & Mijin Kim, 2023. "Frugal or Sustainable? The Interplay of Consumers’ Personality Traits and Self-Regulated Minds in Recycling Behavior," Sustainability, MDPI, vol. 15(24), pages 1-19, December.
    2. Miaomei Guo & Weilun Huang, 2023. "Consumer Willingness to Recycle The Wasted Batteries of Electric Vehicles in the Era of Circular Economy," Sustainability, MDPI, vol. 15(3), pages 1-20, February.
    3. Rashidi-Sabet, Siavash & Madhavaram, Sreedhar & Parvatiyar, Atul, 2022. "Strategic solutions for the climate change social dilemma: An integrative taxonomy, a systematic review, and research agenda," Journal of Business Research, Elsevier, vol. 146(C), pages 619-635.
    4. Anil Balikci & Yuri Borgianni & Lorenzo Maccioni & Chiara Nezzi, 2021. "A Framework of Unsustainable Behaviors to Support Product Eco-Design," Sustainability, MDPI, vol. 13(20), pages 1-19, October.
    5. Acuti, Diletta & Lemarié, Linda & Viglia, Giampaolo, 2023. "How to enhance the sustainable disposal of harmful products," Technological Forecasting and Social Change, Elsevier, vol. 186(PB).

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