道德感的悖逆影响：道德关注度如何加剧回收污染
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时间和日期
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2026-05-22 (星期五) 10:30 上午
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12:00 下午
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| 标题 | 道德感的悖逆影响：道德关注度如何加剧回收污染 |
| 日期和时间 |
2026年5月22日（周五） |
| 地点 | 综合教学楼D504会议室 |
| 主讲人 |
Thomas Allard |
| 摘要 |
Consumers who care most about doing the right thing may paradoxically be the worst recyclers. This research documents the phenomenon of wishcycling—the tendency to recycle or donate items that belong in the trash—and shows that it is driven by an over-generalized lay belief that “recycling = good” and “trash = bad.” Individuals higher in moral attentiveness are more likely to contaminate recycling bins and donation centers with non-recyclable and non-donatable items, an effect that holds whether moral attentiveness is measured or experimentally manipulated. This effect is moderated by ambiguity: when items are unambiguously recyclable, moral attentiveness plays no role. We further show that conventional recycling messaging exacerbates the problem by reinforcing the moral valence of recycling without providing actionable guidance. In contrast, poster interventions designed to decouple recycling from moral identity reduce wishcycling relative to both standard messaging and no messaging at all, and attenuate the effect of moral attentiveness in the process. These findings contribute to research on moral consumer behavior, guilt-driven disposal choices, and the unintended consequences of pro-environmental interventions. |
| 主讲人简介 |
Thomas Allard 是新加坡管理大学李光前商学院市场营销学副教授。他毕业于不列颠哥伦比亚大学尚德商学院，获得市场营销学博士学位，并在 HEC Montréal 获得市场营销学理科硕士学位。他承担本科、研究生及博士项目的教学任务，讲授课程包括营销管理、消费者行为及营销研究。 |
