Dump or Recycle? The Effect of Social Crowding on Consumer Recycling Behavior

This study reveals that a primarily ignored but crucial environmental situation—social crowding—can affect consumers’ sustainable behavior. The present research proposes a causal relationship between social crowding and consumer recycling behavior. Drawing on resource depletion theory and self-affirmation theory, three experiments were conducted across product recycling, participation in a brand-sponsored recycling program, and waste sorting activities. The results show that consumers exposed to crowded (vs. uncrowded) environments are less likely to engage in recycling. Study 1 provides initial evidence of this negative effect, demonstrating that it stems from crowd density rather than from the sheer number of people in the environment. Study 2 identifies ego depletion as the underlying mediating mechanism. Study 3 further demonstrates that self-affirmation attenuates the negative effect of social crowding on recycling behavior by mitigating ego depletion. These findings suggest that social crowding is an important situational barrier to recycling and that self-affirmation may serve as an effective intervention for promoting sustainable disposal behavior in dense consumption settings. This article concludes with a general discussion of the findings and practical implications for extending the relevant literature and benefiting consumer well-being, as well as promoting sustainable development.