Place label nudges : How place attachment shapes recycling choice

Daryanto, Ahmad and Song, Zening and Huang, Jingxi (2026) Place label nudges : How place attachment shapes recycling choice. Journal of Environmental Psychology, 113: 113. pp. 1-14. ISSN 0272-4944

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Abstract

Consumers often discard everyday products like paper cups instead of recycling them. To address this environmental challenge, we propose and test a novel identity-based nudge: labelling products with a place name. Across five studies and two additional studies utilising choice experiments, we demonstrate that place labels increase recycling intentions, but primarily among consumers with strong attachment to the place. This effect is mediated by an enhanced product-self connection. Furthermore, we identify a critical boundary condition: the effect is moderated by place image, such that a threatened (dirty) image strengthens the mediating pathway from attachment to recycling. Our research models a psychological process for sustainable behaviour and provides managers with a low-cost strategy to leverage local identity for environmental goals.