Nostalgia and Recycling (12-10-20)

Zhang, Gong, and Jiang evaluated how feeling nostalgic influences recycling behavior; research has repeatedly shown that design can encourage people to feel nostalgic.  The Zhang-lead team reports that “We suggest that nostalgia induces a sense of meaning, which in turn encourages customers to recycle more. . . . 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.”

Xiadan Zhang, Xiushuang Gong, and Jing Jiang.  “Dump or Recycle?  Nostalgia and Consumer Recycling Behavior.”  Journal of Business Research, in press, https://doi.org/10.1016/j.jbusres.2020.11.033