It has been known for some time that consumers' identities influence purchasing decisions and people form strong identity connections, or “links,” with products and brands. However, research has yet to determine whether identity-linked products are differentially treated at disposal in...

This article proposes a utilitarian model in which recycling could reduce consumers' negative emotions from wasting resources (i.e., taking more resources than what is being consumed) and increase consumers' positive emotions from disposing of consumed resources. The authors provide evidence for...