市场营销学系学术讲座（5月20日）

The Respectful Disposal:

How Product Evaluations Impact Consumer Recycling Behavior

主讲人:谢洁茹 上海纽约大学市场营销助理教授

主持人:殷云露  复旦大学管理学院副教授

时间：2025年5月20日（周二）13:30-15:00

地点：思源教授楼624室

Abstract:

Recycling plays a critical role in addressing the growing challenges of municipal solid waste, resource depletion, and environmental degradation. However, consumers often fail to recycle items that are recyclable. This research explores how product evaluations influence recycling behavior, even when those evaluations are unrelated to the product’s recyclability or sustainability attributes. (e.g., taste evaluation). The authors argue that product evaluations carry an affective component that transfers to the recyclable component, such as its container. They find that positive evaluations increase respect for the container, which in turn encourages recycling, while negative evaluations reduce respect and discourage recycling. Recycling, therefore, carries connotations beyond a mere practical action—it represents a meaningful act of respect for the product, the resources invested in its creation, and the environment it impacts. Furthermore, the authors tested an intervention—a recyclability prompt—that effectively mitigates the negative impact of unfavorable product evaluations on recycling behavior, offering a practical solution to improving recycling rates. These findings enhance our understanding of how product-related attributes influence recycling behavior and provide actionable insights for both marketing strategies and environmental policy aimed at promoting more sustainable consumer practices.

Bio：

Vivian (Jieru) Xie is an Assistant Professor of Marketing at NYU Shanghai. She holds a PhD in Marketing from Virginia Tech and earned both a Bachelor’s in Business Administration and a Master’s in Marketing from Shanghai Jiao Tong University (SJTU).

Vivian’s research is dedicated to promoting consumer and social welfare. Her primary focus is on understanding how consumers make sustainable decisions at different stages of the consumption journey. She explores consumer reactions to sustainable materials, the motivations behind sustainability-related consumption, and the factors influencing disposal behaviors, such as food waste and recycling.

In addition, Vivian studies how numerical information processing shapes judgment and decision-making, with a particular emphasis on time perception and the interpretation of ranking information.