A social dilemma perspective on recycling

Ada L.Y. Lee, Gerard P Prendergast*, Frederick H K Yim, Lawrence Choi

*Corresponding author for this work

    Research output: Contribution to journalJournal articlepeer-review

    4 Citations (Scopus)


    Recent research on social responsibility has largely focused on firms, with only limited research into individual behavior. Recycling is socially responsible behavior which poses a difficult choice for consumers because it benefits society as a whole in the long term but involves a personal cost and does not benefit the individual consumer directly. Previous studies of recycling, however, have only partly explained consumers’ recycling choices. Addressing this gap, this research applied a social dilemma perspective in qualitative and quantitative consumer studies. The findings from the studies demonstrated a positive relationship between a consumer's expectation that others will recycle and his own participation. A social value orientation was found to have a significant moderating effect on this relationship.

    Original languageEnglish
    Pages (from-to)585-595
    Number of pages11
    JournalJournal of Applied Social Psychology
    Issue number9
    Publication statusPublished - 1 Sept 2019

    Scopus Subject Areas

    • Social Psychology


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