报告题目：How Cultural Tightness Promotes Recycling Behavior
报告嘉宾： 晏丽
首都经济贸易大学
报告时间：2024年10月24日(周四) 10:00-11:30
报告地点：中国科学院大学中关村校区教学楼S406
腾讯会议：448-698-344
内容摘要
Building on cultural tightness theory, the current research examines the effect of cultural tightness-looseness on consumer recycling behavior. Seven studies, including a secondary data analysis, show that cultural tightness increases recycling behavior, as consumers anticipate greater guilt in tight cultures compared to those in loose cultures. Notably, tight cultures also consign consumers to a lower state of autonomy, suggesting that consumers in tight cultures are more likely to recycle despite reduced autonomy. We further provide insights into when and how the relative importance of the two processes differs by identifying social class and long-term orientation as the boundary conditions. We obtained consistent results by measuring and priming cultural tightness, as well as using Chinese provinces/cities as proxies. Altogether, this research advances our knowledge of how cultural tightness shapes recycling behavior, offering important implications for building a more sustainable society.
报告人简介：
晏丽，首都经济贸易大学工商管理学院市场营销系副教授，博士生导师。2019年毕业于澳大利亚莫纳什大学，主要研究方向为消费者心理、行为与决策，其研究主要应用的领域包括绿色营销、道德决策、亲社会行为以及数字营销等。论文发表在Journal of Consumer Research, Journal of Marketing, Journal of the Academy of Marketing Science, International Journal of Research in Marketing, Journal of Business Ethics等国际期刊上，论文荣获教育部第九届高等学校科学研究优秀成果奖（人文社会科学）著作论文类三等奖，主持一项国家自然科学基金面上项目。
