M11. Motivated to Be Moral: The Effect of Nostalgia on Consumers’ Recycling Behavior

• In Event: Working Paper Session & Reception
  In Working Paper Session: Pod M: Nostalgia and Experiential Consumption

Short Abstract

Prior research on nostalgia has primarily focused on its psychological and social functions. However, little has been done about whether and how nostalgia affects individuals’ pro-environmental behaviors. Through two studies, we demonstrate that nostalgia can increase consumers’ intention to recycle, and this effect is mediated by moral purity.

Authors

• Xiadan Zhang, Renmin University of China

• Xiushuang Gong, Jiangnan University

• Jing Jiang, Renmin University of China