Refuting fear in heuristics and in recycling promotion

This paper deals with emotions in order to demonstrate that recycling behavior is associated more with positive emotions than with cognitions. The resulting model displays a marked contrast to the classic cognitive paradigm in the sense that this perspective highlights the idea that consumers act on the basis of their affective reactions, with cognitive factors playing a minor role. In addition, showing alternative routes to achieve both recycling involvement and behavior depending on both the emotional and cognitive characteristics of individuals within the hedonic process. (C) 2009 Elsevier Inc. All rights reserved.