Building on previous literature in incentives of recycling behaviors, our research aims to compare the effect of financial and nonfinancial incentives among different consumer groups and for different recycling programs, and to explore the underlying mechanism that driving the effect. Across one field study and three lab studies, the current research show that financial incentives are more effective for less emotionally involved products and among consumers with lower levels of environmental knowledge, while nonfinancial incentives are more effective for more emotionally involved products and among consumers with higher levels of environmental knowledge. We explained the effects from the focus-processing theory. This research contributes to existing literature by investigating different influence of financial incentives and nonfinancial incentives on recycling behavior. Another novel move is to use the concept of “emotional involvement” to define recyclable items. Moreover, this study establishes the influence path from incentives to behavior focus and recycling behavior to explain the reasons for different effects of rewards under different conditions. Marketers, policy makers and NGO could benefit from the findings by implementing tailor-made rewards strategies for various targets and recycling programs.

中文翻译：

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激励回收行为——哪些激励措施有效，为什么？

基于以往关于回收行为激励的文献，我们的研究旨在比较不同消费群体和不同回收计划的财务和非财务激励的效果，并探索驱动效果的潜在机制。在一项实地研究和三项实验室研究中，目前的研究表明，经济激励对情感参与程度较低的产品和环境知识水平较低的消费者更有效，而非经济激励措施对情感参与程度更高的产品和环境知识水平较高的消费者更有效。环境知识水平。我们解释了焦点处理理论的影响。本研究通过调查财务激励和非财务激励对回收行为的不同影响，为现有文献做出了贡献。另一个新举措是使用“情感参与”的概念来定义可回收物品。此外，本研究建立了从激励到行为聚焦和再循环行为的影响路径，以解释奖励在不同条件下产生不同效果的原因。营销人员、政策制定者和非政府组织可以通过为各种目标和回收计划实施量身定制的奖励策略，从调查结果中受益。本研究建立了从激励到行为聚焦和再循环行为的影响路径，以解释奖励在不同条件下产生不同效果的原因。营销人员、政策制定者和非政府组织可以通过为各种目标和回收计划实施量身定制的奖励策略，从调查结果中受益。本研究建立了从激励到行为聚焦和再循环行为的影响路径，以解释奖励在不同条件下产生不同效果的原因。营销人员、政策制定者和非政府组织可以通过为各种目标和回收计划实施量身定制的奖励策略，从调查结果中受益。