The Effect of Recycling versus Trashing on Consumption: Theory and Experimental Evidence

Abstract

This article proposes a utilitarian model in which recycling could reduce consumers' negative emotions from wasting resources (i.e., taking more resources than what is being consumed) and increase consumers' positive emotions from disposing of consumed resources. The authors provide evidence for each component of the utility function using a series of choice problems and formulate hypotheses on the basis of a parsimonious utilitarian model. Experiments with real disposal behavior support the model hypotheses. The findings suggest that the positive emotions associated with recycling can overpower the negative emotions associated with wasting. As a result, consumers could use a larger amount of resources when recycling is an option, and more strikingly, this amount could go beyond the point at which their marginal consumption utility becomes zero. The authors extend the theoretical model and introduce acquisition utility and the moderating effect of the costs of recycling (financial, physical, and mental). From a policy perspective, this research argues for a better understanding of consumers' disposal behavior to increase the effectiveness of environmental policies and campaigns.

Assessing the Use of Default Choice Modification to Reduce Consumption of Plastic Straws

“…While some communities are considering a ban with a goal to shift consumption to non-plastic straws, consideration should be given to the impact of moral licensing, which is when we engage in a socially desirable behavior, we tend to ignore the impacts of non-socially desirable behavior. Researchers have found that offering recycling actually increased the consumption of items offered for free as the moral licensing effect made consumption more acceptable (Catlin and Wang, 2013;Sun and Trudel, 2017). If paper and/or compostable straws are provided, with moral licensing, customers tend to feel okay about using and disposing, including littering, of paper and/or compostable straws.…”

Research on Sharing Intention Formation Mechanism Based on the Burden of Ownership and Fashion Consciousness

“…The main contributions of this paper are as follows: First, while most research on the sharing economy is carried out from the perspective of demand or the consumer, this study is carried out from the perspective of the suppliers. Under the new concepts of "green and sharing development", promoting sustainable development and achieving high-quality growth are the results of reducing resource consumption and improving the recycling of underutilized resources [18]. Unfortunately, the current number of service providers is relatively small.…”

“…Third, to promote sustainable development, many scholars have called for a more efficient use of resources [18,19]. The call is mainly manifested in the sharing economy as individuals sharing underutilized resources with others [9,11], but the overall effect is not ideal [6].…”

Consumer motivation for product disposal and its role in acquiring products for reuse

“…Prior work suggests, however, that disposal can provide consumers with a positive way to disengage with their possessions. This includes moving on from the past, de-cluttering (Jacoby et al, 1977;Lastovicka & Fernandez, 2005) or framing their behavior as altruistic, by helping society through disposal (e.g., donation or recycling) (Sun & Trudel, 2017;Ture, 2014;White et al, 2011). The disposal process can shift a negative to a positive, if it offers the right compensation, or effectively alleviates consumer concerns about disposal (Brough & Isaac, 2012;Lastovicka & Fernandez, 2005).…”

“…Tension arises where a consumer perceives greater value in product ownership, than what they could emotionally or financially gain from product disposal (Bellezza, Ackerman, & Gino, 2017;Okada, 2001). A fundamental premise of past research on product disposal is that while consumers may struggle to give up possessions (Haws et al, 2012;Kleine & Baker, 2004), they are also open to disposal methods that compensate psychological loss with psychological gain (Lastovicka & Fernandez, 2005;Sun & Trudel, 2017;White, MacDonnell, & Dahl, 2011). Consumers have been shown to engage with disposal more willingly, where the action can help others, reduce pollution, or allow them to move on from the past (Jacoby, Berning, & Dietvorst, 1977;Lastovicka & Fernandez, 2005).…”