Use of reusable shopping bags by condition.

This study examines positive behavioral spillover between waste-related behaviors that vary in complexity. Specifically, we test whether encouraging a relatively simple behavior—using reusable shopping bags—can lead to increased adoption of a more complex behavior, such as recycling. To investigate this, we conducted a longitudinal field experiment. Additionally, we explored the moderating roles of three individual-level constructs: Perceived Difficulty, Self-efficacy, and Perceived Consumer Effectiveness. Our findings show that positive spillover occurs for recycling at home, but not for recycling elsewhere. Moreover, Perceived Difficulty strengthens this effect, while Perceived Consumer Effectiveness diminishes it. We conclude by discussing how these insights can inform public and private interventions aimed at promoting recycling.

本研究聚焦于复杂度各异的废弃物相关行为之间的正向行为溢出效应。具体而言，本研究旨在验证：鼓励参与一项相对简单的行为（即使用可重复使用购物袋），是否能够推动个体采纳更为复杂的行为（如垃圾分类回收）。为开展此项研究，我们实施了一项纵向现场实验。此外，本研究还探讨了三类个体层面构念的调节作用：感知难度（Perceived Difficulty）、自我效能感（Self-efficacy）与感知消费者效能（Perceived Consumer Effectiveness）。研究结果显示，正向行为溢出效应仅在家中垃圾分类回收场景中显现，而在其他场景的垃圾分类回收中并未出现。进一步分析表明，感知难度会强化该溢出效应，而感知消费者效能则会削弱这一效应。最后，本研究结合上述结论，探讨了如何将这些研究发现应用于旨在推广垃圾分类回收的公共与私营干预举措中。