Exploring Young U.S. and Chinese Consumers’ Motivations to Recycle

Abstract

Young consumers are major targets for necessary interventions to change consumption habits to address environmental sustainability challenges. The current study provides a comparison of a Western and an Asian culture, examining several key psychological and social influences to determine which can be most closely linked to the recycling behaviors of U.S. and Chinese young consumers. The results suggest both Chinese and U.S. students may be responsive to grassroots efforts to motivate recycling behaviors through peer groups. Opportunities for consumer socialization of green behaviors through family ties may also exist. This study provides valuable insight into key drivers of young consumers’ recycling behavior for two important market segments.