Dump or recycle? Nostalgia and consumer recycling behavior

Abstract

Although many previous researchers have examined how nostalgia influences consumer purchasing behavior, little is known about whether and how nostalgia affects pro-environmental behavior. Hence, in this paper, we focus on a specific type of pro-environmental behavior, namely, recycling behavior. We suggest that nostalgia induces a sense of meaning, which in turn encourages customers to recycle more. In addition, we hypothesized that both state nostalgia (Studies 1, 2, and 4) and nostalgic products (Study 3) can increase consumer recycling intentions and behavior. More specifically, Study 1 (in a cafeteria) and Study 2 (in a lab) showed that nostalgia elicited by nostalgic music increased recycling behavior, while Study 3 found that nostalgia induced by nostalgic product designs improved recycling intentions. Finally, Study 4 indicated that nostalgia triggered by nostalgic memories augmented recycling intentions, and uncovered the underlying mechanism, a sense of meaning.