Promoting Recycling: Private Values, Social Norms, and Economic Incentives

Abstract

Individual behaviors that benefit the environment are potentially influenced by personal values of environmental quality, social norms that encourage proenvironmental actions, and economic incentives. Economic incentives often loom particularly large, including those that result from environmental policies. Less well understood are the respective roles of private values and social norms. Do people undertake proenvironmental actions more out of their personal valuations of the environment that might be characterized as warm glow effects or from the social norms that reinforce proenvironmental behaviors?