Recycling cooperation and buying status

Diego Costa Pinto · Márcia Maurer Herter · Patrícia Rossi · Walter Meucci Nique · Adilson Adão Borges Jr.

42 citations0/0 files storedEuropean Journal of Marketing

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Environmental Sustainability in Business Sustainable Supply Chain Management Environmental Education and Sustainability

Abstract

Purpose This study aims to reconcile previous research that has provided mixed results regarding motivation for sustainable behaviors: pure altruism (cooperation) or competitive altruism (status). Drawing on evolutionary altruism and identity-based motivation, the authors propose that a match between pure (competitive) altruism and individualistic (collectivistic) identity goals enhance consumers’ motivations to engage in recycling (green buying). Design/methodology/approach Three experimental studies show how pure and competitive altruism are associated with specific sustainable consumption (Study 1) and how altruism types should be matched with identity goals to motivate sustainable consumption (Studies 2 and 3). Findings Study 1 shows that pure altruism is associated with recycling but not with green buying. Studies 2 and 3 show that pure (competitive) altruism and individualistic (collectivistic) goals lead to higher recycling (green buying) intentions. Research limitations/implications The present research extends previous findings by showing that pure and competitive are indeed associated with specific sustainable behaviors. The authors suggest that the interaction between motives and identity goals can lead to a greater impact on recycling and green buying intentions. Practical implications Public policymakers and companies will benefit by better understanding how specific combinations of altruism types and identity goals can foster recycling or green buying intentions. Originality/value This research is the first to show how matches between pure and competitive altruism types and individualistic and collectivistic identity goals affect consumers’ motivations to engage in recycling and green buying.

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References

1992Universals in the Content and Structure of Values: Theoretical Advances and Empirical Tests in 20 Countries 1971The Evolution of Reciprocal Altruism 2003Consumer–Company Identification: A Framework for Understanding Consumers’ Relationships with Companies 1998Constructive Consumer Choice Processes 2001The evolution of prestige: freely conferred deference as a mechanism for enhancing the benefits of cultural transmission 2010Going green to be seen: Status, reputation, and conspicuous conservation.2015Factors Affecting Green Purchase Behaviour and Future Research Directions 2003Altruism and Prosocial Behavior

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