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...

The present research examines conditions under which consumers’ dispose of recyclable products in the garbage. Results from a field study and four laboratory studies demonstrate that a consumer’s decision to recycle a product or throw it in the trash can be determined by the extent to which...