TY  - JOUR
U1  - Wissenschaftlicher Artikel
A1  - Yang, Xisi
A1  - Thøgersen, John
T1  - When people are green and greedy
BT  - a new perspective of recycling rewards and crowding-out in Germany, the USA and China
JF  - Journal of Business Research
N2  - Previous research reported conflicting results on the effectiveness of economic incentives versus green appeals for promoting pro-environmental behavior and neglected the possibility of combining both as well as country differences. Through online experiments in Germany, the USA and China, we tested a monetary reward for recycling that is only redeemable for eco-friendly products – a “green reward” – in comparison to a standard reward (redeemable for any product) and a green appeal (highlighting environmental impact). In China, green rewards significantly increased recycling intentions via introjected motivation. In the USA, rewards improved intentions mainly via extrinsic motivation. In Germany, green appeals appeared to be the best strategy. Extrinsic rewards are expected to reduce perceived autonomy support, but only did so in the USA. Differences between countries are identified with regard to “crowding-out” of internalized motivation. It appears that under some conditions an environmental purpose can neutralize negative effects of extrinsic incentives.
KW  - Economic incentive
KW  - Self-determination theory
KW  - Autonomy support
KW  - Recycling behavior
KW  - Eco-friendly purchase
Y1  - 2022
SN  - 0148-2963
SS  - 0148-2963
U6  - https://doi.org/10.1016/j.jbusres.2022.01.086
DO  - https://doi.org/10.1016/j.jbusres.2022.01.086
VL  - 144
IS  - May
SP  - 217
EP  - 235
ER  -