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.