Are Recycling People Also Saving? Costliness Matters.

Sheng Wei,Yan Wang,Jiaqi Xu,Shengxiang She,Ying Zhang

doi:10.3389/fpsyg.2020.609371

Abstract

In view of the fact that vigorously promoting recycling has become a viable means to promote sustainable development, it is important to better understand the impact of recycling efforts on subsequent resource saving behavior. This research empirically examines the effects of recycling efforts on subsequent resource saving by analyzing the survey data of 356 college students in China. The recycling efforts, environmental self-identity and feeling of pride were measured using existing scales while saving behaviors and recycling cost were measured by developing new scales. Partial least squares structural equation modeling was performed to test the structural relationships among recycling efforts, environmental self-identity, feeling of pride, and saving behaviors. Further, the moderation role of recycling cost was tested. The results showed that (1) saving behaviors could be classified into two types based on their costliness; (2) recycling efforts have a positive effect on costless saving behaviors, while having a negative effect on costly saving behaviors; (3) both the positive and negative effect of recycling efforts on resource saving is mediated by pride feeling and environmental self-identity; and (4) recycling cost negatively moderates the effects of recycling efforts on pride feeling. We discuss the theoretical and managerial implications of the findings.

Highlights

China having the highest population in the world not surprisingly produces one of the largest if not the largest amounts of solid waste
We argue that resource saving behavior is a set of behaviors rather than a single action and saving behaviors could be classified into two types, i.e., costly and costless saving behaviors
The interaction between recycling efforts and recycling cost has a negative effect on pride feeling (b = -0.061, t = -3.361, and p < 0.001), which is the opposite of hypothesis H7

Summary

INTRODUCTION

China having the highest population in the world not surprisingly produces one of the largest if not the largest amounts of solid waste. Ma et al (2019) proposed that recycling efforts can increase peoples’ consumption level, which is mediated by feelings of pride and environmental self-identity that can reduce negative emotions from resource wasteful behaviors. The questionnaire included five constructs: recycling efforts, environmental self-identity, pride feeling, saving behaviors, and recycling cost. Costless Saving Behavior as a Dependent Variable Taking the costless saving behavior as the dependent variable of the structural equation model In H1, following the Ma et al (2019) study, we tested and evidenced that recycling efforts positively affect environmental self-identity (b = 0.174, t = 4.051, and p < 0.001).

DISCUSSION

Limitations and Directions for Further Research

Findings

ETHICS STATEMENT