The higher the cuteness the more it inspires garbage sorting intention?

Abstract

Previous studies have found that the cuteness effect promotes tourists' travel intentions. However, the role of the cute images on trash cans in tourists' intention to sort garbage is unclear. To explore the dynamics between the cuteness effect and tourists' pro-environmental behaviors, this study examined the effect of cute garbage cans in scenic areas on tourists' willingness to separate garbage through four experiments (N = 1603). Results showed that the addition of garbage cans with cute images in scenic areas increased tourists' willingness to separate garbage. The feelings of healing from cute images along with tourists' connection with nature at a scenic spot mediates the cuteness effect. This study also examined the interaction effect between cute images on garbage bins and tourists’ environmental concern, and the results showed that the garbage bins with cute images had a stronger effect on individuals who had higher environmental concern. This study unveils the diverse impacts of the adorable image, feelings of healing, connection with nature, and environmental consciousness associated with garbage bins on individual tourists.The findings provide new insights for managers to promote the garbage sorting as well as to choose the image of garbage bins in scenic spots.