Much research has reported an attitude-behaviour gap in ecological behaviours. This research seeks to contribute important insights to this literature through a study that uses construal level theory (CLT) to understand the role and impact of psychological distance in explaining sustainable and recycling behaviours. Using a qualitative approach, the research found that consistency between mental construal and all dimensions of psychological distance was pertinent to recycling and sustainable behaviours. While theoretically CLT suggests there should be consistency across psychological distance dimensions and mental construal, there is limited research that explores all distance dimensions. Further, highlighted was the need for a near distance perspective to move individuals to behavioural action. Contrary to previous research, this served to facilitate rather than inhibit behavioural action. Finally, the results suggest that where sustainable behaviours are facilitated and/or required engagement in behaviour can be increased. These findings are important for public policy by highlighting the need to represent recycling behaviour in terms of temporal, spatial, social and hypothetical closeness.
IntroductionResearch has consistently revealed widespread awareness and concern for ecological issues in a consumer context (e.g., Kilbourne & Beckmann, 1998;Polonsky, Vocino, Grau, Garma, & Ferdous, 2012;Rondinelli & Berry, 2000;Szekely & Knirsch, 2005;Steger, 2000;Van Wijk & Persoon, 2006). However, researchers are also challenged by the gap between ecological attitudes and corresponding behaviour (e.g., Carrigan & Attalla, 2001;Moraes, Carrigan & Szmigin, 2012;Papaoikonomou, Ryan, & Ginieis, 2011;Young, Hwang, McDonald, & Oates, 2010) across a range of sustainable behaviours, including recycling (e.g., Kok & Siero, 1985;Nigbur, Evanthia, & Uzzell, 2010).Sustainability and recycling behaviour are interrelated, with recycling viewed as a key issue in sustainability (Fuller, Allen, & Glaser, 1996) and dominantly as a proenvironmental consumer behaviour (e.g., Barr & Gilg, 2005;Steg & Vlek, 2009;Welfens, Nordmann, & Seibt, 2015). As such, we understand recycling, among others, as a behaviour that may offer one fruitful pathway to a more sustainable consumer society. The Brundtland report defines sustainability as "a development that meets the needs of the present without compromising the ability of future generations to meet their own needs" (Brundtland Report, 1987, 1). Here we find a discourse which seeks to motivate individuals' consumption via future-oriented arguments, where some present inconvenience is associated with long-term benefits to others.Recycling is part of this discourse. Recycling "involves systematically converting specific types of waste into useful resources by breaking down objects into their 3 constituent parts, which are then reused" (Brosius, Fernandez, & Cherrier, 2013, 288).Engaging in recycling now should have future benefits. Questioned, however, is the extent to which this "future-for-...