INTERACTIVE EFFECTS OF PERCEIVED SOCIAL EXCLUSION AND SELF-CONSTRUAL ON RECYCLING BEHAVIOR

Findings from previous studies demonstrating the effects of perceived social exclusion on social behaviors have been inconsistent. We used self-construal as a moderator to test the effects of perceived social exclusion on recycling behavior. A survey of 606 participants was conducted in Beijing, China. Results show that, for the independent self-construal group, perceived social exclusion had significantly negative effects on their recycling attitudes and subjective norms; in contrast, for the interdependent self-construal group, significantly positive effects were identified. In addition, because of differences in their attitudes toward recycling, their subjective norms, and their perceived behavior control, there was a significant difference in recycling behavior between people with a predominantly independent self-construal and people with a predominantly interdependent self-construal. These findings fill gaps in the literature concerning the effects of perceived social exclusion on recycling behavior.