Although consumers' clothing disposal behavior is of considerable interest in the research community, there is a lack of empirical studies that thoroughly examine how consumers respond to charity messages in the context of clothing donation. Drawing on construal level theory, this study aims to contribute to the topic by examining the interplay of charity appeals (other- vs. self-benefit) and social emotion (nostalgia vs. control) on clothing donation behavior. Our results show that consumers reveal greater donation intentions toward other-benefit appeals than self-benefit appeals. Also, the results indicate that high nostalgic consumers tend to reveal greater donation intentions than low nostalgic consumers (Study 1). Further, the charity appeals effect is moderated by situationally induced nostalgia. Specifically, we found that the congruent matching of other-benefit appeals with nostalgia increases donation intentions (Study 2). These findings provide important implications, both theoretically and managerially, by systematically highlighting how different charity appeals can be beneficial in charitable advertising, depending on nostalgia highlighting the sentimental longing for the past.

中文翻译：

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对过去的热情：慈善呼吁和怀旧对服装捐赠意愿的影响

尽管研究界对消费者的衣物处理行为相当感兴趣，但缺乏实证研究来彻底研究消费者如何在衣物捐赠的背景下响应慈善信息。借鉴解释水平理论，本研究旨在通过检查慈善诉求（他人与自身利益）和社会情感（怀旧与控制）对服装捐赠行为的相互作用来为该主题做出贡献。我们的研究结果表明，与自身利益诉求相比，消费者对其他利益诉求表现出更大的捐赠意愿。此外，结果表明，高怀旧消费者往往比低怀旧消费者表现出更大的捐赠意愿（研究 1）。此外，慈善呼吁效应被情境诱发的怀旧情绪所缓和。具体来说，我们发现，其他利益诉求与怀旧的一致匹配会增加捐赠意愿（研究 2）。这些发现在理论上和管理上都提供了重要的启示，通过系统地强调不同的慈善呼吁如何在慈善广告中受益，这取决于强调对过去的感伤渴望的怀旧。