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Perceived Consumer Effectiveness as A Trigger of Behavioral Spillover Effects: A path towards Recycling

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  • Claudia Arias

    (CESA School of Business, 110311 Bogotá, Colombia
    School of Management, Universidad de los Andes, 111711 Bogotá, Colombia)

  • Carlos A. Trujillo

    (School of Management, Universidad de los Andes, 111711 Bogotá, Colombia)

Abstract

Increasing and promoting recycling is crucial to achieving sustainable consumption. However, this is a complex task that involves the interplay of beliefs, knowledge and situational factors in ways not yet understood. This study examines a spill-over model in which perceived consumer effectiveness influences the adoption of an easy task (carrying reusable shopping bags) and that, in turn, influences recycling. Using data from a national survey with a representative sample of 1286 respondents in Colombia, we test a hypothesized path using a mediation model. Our results suggest that the relationship between perceived consumer effectiveness and recycling is mediated by the use of reusable shopping bags. Thus, once the adoption of simple pro-environmental behavior is triggered by pro-environmental beliefs, spillover effects may ensue to favor the adoption of recycling behavior. This suggests that individuals may adopt pro-environmental behavior in stages or levels. Therefore, focusing on behaviors that require less effort (e.g., reducing/reusing) could be a starting point when it comes to encouraging the adoption of other behaviors that demand a greater level of effort such as recycling. This study suggests that attitudinal variables can be the starting point of spill-over effects.

Suggested Citation

  • Claudia Arias & Carlos A. Trujillo, 2020. "Perceived Consumer Effectiveness as A Trigger of Behavioral Spillover Effects: A path towards Recycling," Sustainability, MDPI, vol. 12(11), pages 1-17, May.
    • Handle: RePEc:gam:jsusta:v:12:y:2020:i:11:p:4348-:d:363049
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    2. Mihai Dinu & Simona Roxana Pătărlăgeanu & Radu Petrariu & Marius Constantin & Ana-Mădălina Potcovaru, 2020. "Empowering Sustainable Consumer Behavior in the EU by Consolidating the Roles of Waste Recycling and Energy Productivity," Sustainability, MDPI, vol. 12(23), pages 1-24, November.

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