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Consumer recycling: role of incentives, information, and social class
Author(s) -
Iyer Easwar S.,
Kashyap Rajiv K.
Publication year - 2007
Publication title -
journal of consumer behaviour
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.811
H-Index - 43
eISSN - 1479-1838
pISSN - 1472-0817
DOI - 10.1002/cb.206
Subject(s) - incentive , intervention (counseling) , context (archaeology) , class (philosophy) , marketing , business , consumer information , public economics , key (lock) , economics , psychology , microeconomics , computer science , paleontology , computer security , artificial intelligence , psychiatry , biology
More and more communities have instituted recycling programs and consumer recycling is no longer a new fad; it is here to stay. However, consumer commitment to recycling and participation rates have leveled off. Whereas lack of access to recycling facilities was cited as a key inhibitor to participation in the early days of recycling, that is generally not the case anymore. Thus there is an imperative to revisit consumer recycling by focusing on behavioral issues that reflect today's context. In this study we review the past literature and propose a comprehensive model of consumer recycling. We identify two intervention mechanisms – incentives or information – that are believed to increase recycling participation. We, then, describe a longitudinal field experiment to evaluate the relative merits of these intervention programs. We conclude that either intervention program is effective, although informational programs appear to have more long‐term effects than incentive programs. We also create a new measure of social class, one that includes other influential actors' characteristics, and show its relationship to recycling attitudes and behaviors. Copyright © 2007 John Wiley & Sons, Ltd.