Brekke, Kjell Arne; Kipperberg, Gorm; Nyborg, Karine - 2008
-oriented consumers learn their moral responsibility by observing others' behavior, social interaction in contribution behavior arises …. However, since moral responsibility is a burden, duty-oriented consumers may be less willing to accept responsibility if their … responsibility is a major determinant for reported recycling; that responsibility ascription is influenced by beliefs about others …