Decisions to help those in need are essential for human development and survival. Previous studies have demonstrated the “identified effect”, in which one identifiable individual typically invokes stronger feelings of compassion and receives greater aid than statistical victim. However, this preference might be influenced by cultural differences. In the current study, Chinese respondents’ ratings of distress and sympathy and their willingness to contribute are greater for a group of sick children than an individual. In the U.S., greater willingness to help and sympathy are elicited by an identified victim in comparison with an unidentified one. The different results may demonstrate the importance of cultural differences when trying to understand people’s prosocial behavior.
In view of the fact that vigorously promoting recycling has become a viable means to promote sustainable development, it is important to better understand the impact of recycling efforts on subsequent resource saving behavior. This research empirically examines the effects of recycling efforts on subsequent resource saving by analyzing the survey data of 356 college students in China. The recycling efforts, environmental self-identity and feeling of pride were measured using existing scales while saving behaviors and recycling cost were measured by developing new scales. Partial least squares structural equation modeling was performed to test the structural relationships among recycling efforts, environmental self-identity, feeling of pride, and saving behaviors. Further, the moderation role of recycling cost was tested. The results showed that (1) saving behaviors could be classified into two types based on their costliness; (2) recycling efforts have a positive effect on costless saving behaviors, while having a negative effect on costly saving behaviors; (3) both the positive and negative effect of recycling efforts on resource saving is mediated by pride feeling and environmental self-identity; and (4) recycling cost negatively moderates the effects of recycling efforts on pride feeling. We discuss the theoretical and managerial implications of the findings.
scite is a Brooklyn-based organization that helps researchers better discover and understand research articles through Smart Citations–citations that display the context of the citation and describe whether the article provides supporting or contrasting evidence. scite is used by students and researchers from around the world and is funded in part by the National Science Foundation and the National Institute on Drug Abuse of the National Institutes of Health.