Study on the influence mechanism of recycling behavior on Pro-environmental behavior

Abstract

The spillover effect between Pro-environmental behaviors is not enough studied, which is of great significance to understand the dynamic behavior of consumers as a whole. Based on a questionnaire survey and empirical analysis based on structural equation model, this paper reveals the spillover effect of consumer recycling behavior on Pro-environmental behavior, and examines the influence mechanism from the psychological perspective of emotion and environmental identity. The results show that recycling efforts positively affect Pro-environmental behavior through the mediating mechanism of pride and environmental identity.