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When Scarcity Mind-set Promotes Prosocial Behaviours: A Waste Reduction Perspective
Wang, Xue1; Dai, Xianchi2; Si, Kao3
2020-05
PublisherProceedings of the European Marketing Academy
Publication PlaceBrussels, Belgium
Conference NameEuropean Marketing Academy (EMAC) Conference
Conference PlaceBudapest
Conference Date26/5/2020-29/5/2020
CountryHungary
Abstract

Existing literature finds that scarcity makes people focus on their self-interest and decreases their propensity to engage in prosocial behaviors. In the current project we propose that scarcity makes people more concerned about waste reduction. That is, under situations when there is waste involved, people under a scarcity mind-set are more likely to make decisions to avoid waste. When the waste avoidance concern is in conflict with self-interest, people high in resource scarcity could choose to incur additional cost to reduce waste, thus exhibiting altruistic behaviour. A series of studies tested the current propositions and examined the conditions under which the current effect occurs.

KeywordScarcity Waste Prosocial-behaviour
URLView the original
Volume49
Pages62945
Language英語English
Document TypeConference proceedings
CollectionDEPARTMENT OF MANAGEMENT AND MARKETING
Corresponding AuthorWang, Xue
Affiliation1.Chinese University of Hong Kong, China
2.CUHK Business School, Chinese University of Hong Kong, China
3.University of Macau, China
Recommended Citation
GB/T 7714
Wang, Xue,Dai, Xianchi,Si, Kao. When Scarcity Mind-set Promotes Prosocial Behaviours: A Waste Reduction Perspective[C]. Brussels, Belgium:Proceedings of the European Marketing Academy, 2020.
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