Recycle more, waste more? When recycling efforts increase resource consumption

Governments spend significant amounts of money to promote recycling lifestyles to the public; however, they cannot maximize the beneficial effects of recycling without avoiding its potential negative consequences. In this research, we empirically examine the effects of recycling efforts on subsequent resource usage by analyzing the online survey data of 356 participants in China. Based on partial least squares-structural equation modeling, the results show that (1) recycling efforts have a positive effect on resource consumption, which suggests that engaging in recycling leads individuals to use significantly more resources in the future; (2) the positive effect of recycling efforts on resource consumption is mediated by environmental self-identity and feelings of pride; and (3) consideration of future consequences negatively moderates the effects of recycling efforts on environmental self-identity and on feelings of pride. That is, consideration of future consequences mitigates the positive effects of recycling efforts on resource consumption. The paper concludes with a discussion of the theoretical and managerial implications of our findings.