Knowing What It Makes How Product Transformation Salience Increases Recycling

• Published in: Journal of marketing Vol. 83; no. 4; pp. 21 - 37
• Main Authors: Winterich, Karen Page, Nenkov, Gergana Y., Gonzales, Gabriel E.
• Format: Journal Article
• Language: English
• Published: Los Angeles, CA Sage Publications, Inc 01.07.2019; SAGE Publications; SAGE PUBLICATIONS, INC
• Subjects: Advertising campaigns; Recycling; Recycling centers; product transformation salience; recycling; waste audit; inspiration; sustainability
• ISSN: 0022-2429; 1547-7185
• DOI: 10.1177/0022242919842167

Recycling campaigns abound, but do consumers think about what becomes of those recyclables? This research proposes that product transformation salience (thinking about recyclables turning into new products) increases recycling. The authors theorize that consumers are inspired by the transformation of recyclables into new products and that this inspiration motivates them to recycle. The authors demonstrate the effect of product transformation messages on recycling behavior using a recycling campaign (Study 1) and advertisements for products made from recycled plastic (Study 2). Study 3 demonstrates the mediating role of inspiration. Then, three field studies provide robust support for the transformation salience effect through click-through rates for recycling advertisements (Study 4), recycling rates during pre–football game tailgating (Study 5), and a reduction in the amount of recyclable materials incorrectly placed in the landfill bin by students in a university residence hall (Study 6). The authors discuss implications for the design of recycling campaigns and positioning of recycled products in the marketplace as well as theoretical contributions regarding the roles of transformation salience and inspiration in encouraging recycling and other sustainable behaviors.