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Motivating recycling behavior-Which incentives work, and why?
Li, Yang1; Yang, Dandan1; Sun, Yan2; Wang, Yong1
First AuthorLi, Yang
Correspondent Emailwangyong@th.btbu.edu.cn
Contribution Rank2
Abstract

Building on previous literature in incentives of recycling behaviors, our research aims to compare the effect of financial and nonfinancial incentives among different consumer groups and for different recycling programs, and to explore the underlying mechanism that driving the effect. Across one field study and three lab studies, the current research show that financial incentives are more effective for less emotionally involved products and among consumers with lower levels of environmental knowledge, while nonfinancial incentives are more effective for more emotionally involved products and among consumers with higher levels of environmental knowledge. We explained the effects from the focus-processing theory. This research contributes to existing literature by investigating different influence of financial incentives and nonfinancial incentives on recycling behavior. Another novel move is to use the concept of "emotional involvement" to define recyclable items. Moreover, this study establishes the influence path from incentives to behavior focus and recycling behavior to explain the reasons for different effects of rewards under different conditions. Marketers, policy makers and NGO could benefit from the findings by implementing tailor-made rewards strategies for various targets and recycling programs.

Keywordemotional involvement environmental knowledge financial incentives nonfinancial incentives recycling behaviors
2021-06-13
Language英语
DOI10.1002/mar.21518
Source PublicationPSYCHOLOGY & MARKETING
ISSN0742-6046
Pages13
Subtype实证研究
Indexed BySCI
Funding ProjectNational Natural Science Foundation of China[71902005]
PublisherWILEY
WOS KeywordCONSUMER-BEHAVIOR ; GREEN ; ANTECEDENTS ; DISPOSITION ; COMMITMENT ; ATTITUDES ; POLICIES ; REWARDS
WOS Research AreaBusiness & Economics ; Psychology
WOS SubjectBusiness ; Psychology, Applied
WOS IDWOS:000661076200001
Citation statistics
Document Type期刊论文
Identifierhttp://ir.psych.ac.cn/handle/311026/39699
Collection中国科学院行为科学重点实验室
Corresponding AuthorWang, Yong
Affiliation1.Beijing Technol & Business Univ, Sch Business, Beijing, Peoples R China
2.Chinese Acad Sci, Inst Psychol, Key Lab Behav Sci, Beijing, Peoples R China
Recommended Citation
GB/T 7714
Li, Yang,Yang, Dandan,Sun, Yan,et al. Motivating recycling behavior-Which incentives work, and why?[J]. PSYCHOLOGY & MARKETING,2021:13.
APA Li, Yang,Yang, Dandan,Sun, Yan,&Wang, Yong.(2021).Motivating recycling behavior-Which incentives work, and why?.PSYCHOLOGY & MARKETING,13.
MLA Li, Yang,et al."Motivating recycling behavior-Which incentives work, and why?".PSYCHOLOGY & MARKETING (2021):13.
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