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This study aims to reconcile previous research that has provided mixed results regarding motivation for sustainable behaviors: pure altruism (cooperation) or competitive altruism (status). Drawing on evolutionary altruism and identity-based motivation, the authors propose that a match between pure (competitive) altruism and individualistic (collectivistic) identity goals enhance consumers’ motivations to engage in recycling (green buying).

Three experimental studies show how pure and competitive altruism are associated with specific sustainable consumption (Study 1) and how altruism types should be matched with identity goals to motivate sustainable consumption (Studies 2 and 3).

Study 1 shows that pure altruism is associated with recycling but not with green buying. Studies 2 and 3 show that pure (competitive) altruism and individualistic (collectivistic) goals lead to higher recycling (green buying) intentions.

The present research extends previous findings by showing that pure and competitive are indeed associated with specific sustainable behaviors. The authors suggest that the interaction between motives and identity goals can lead to a greater impact on recycling and green buying intentions.

Public policymakers and companies will benefit by better understanding how specific combinations of altruism types and identity goals can foster recycling or green buying intentions.

This research is the first to show how matches between pure and competitive altruism types and individualistic and collectivistic identity goals affect consumers’ motivations to engage in recycling and green buying.

This paper aims to explore student perceptions of recycling and explore whether one university’s strategy helped or hindered student recycling in their university's halls of residence. There is near-universal acknowledgement of the urgency of the climate crisis, yet household recycling rates remain low at 45.2%. Student-recycling rates have been suggested to be even lower. After a brief consideration of the recent history of sustainability and recycling, this paper identifies the actions required to increase student recycling, including peer influence, education and information, physical structures and attitudes and motivations.

Twelve in-depth, semi-structured interviews were undertaken at one Southern English university. The rich, qualitative data obtained were then analysed thematically. The theory of environmentally significant behaviour provided a framework for understanding perceptions and behaviours in that site.

Confirming aspects of existing literature, students’ recycling behaviours were found to be limited through lack of perceived ability, lack of facilities and unconfident knowledge. Students were also found to be limiting their own actions. A holistic approach including peer influence, education and information, physical structures and attitudes and motivations was recommended.

There is little research into student recycling behaviours and limited literature concerning halls of residence, especially in the UK. This paper draws on one case to add to nascent understandings. While limited to one site and by sample size, a number of recommendations are made, covering university facilities, student empowerment and individual responsibility to increase future recycling.

More than 30 legal recyclables were proclaimed by Environmental Protection Administration (EPA) in Taiwan of those producers and importers are liable for paying a Resource Recycling Fee (RRF). The Resource Recycling Management Fund determines both the tariff of RRF and the subsidy rate for recycling activities based on a predetermined pricing formula and collects the revenue to finance its collection and disposal. While contemplating on whether to proclaim waste mattress as a legal recyclable, EPA is facing several critical challenges, particularly the lack of data required for setting a tariff–subsidy mix. In this chapter we critically review the formula and propose an innovative pricing rule. Also, we develop a science-based approach to demonstrate how a tariff–subsidy mix could be determined under the circumstance of data deficiency. By doing so, we avoid not only the difficulty in solving the nonhomogeneous and nonautonomous first-order difference equation that governs the stock accumulation of waste mattress but also the distributed lag model of multiperiods linking quantity of mattress discarded and the quantity of new mattress sold. Such an approach could be applied to the durables for recycling pricing particularly when relevant data are limited.

This paper aims to describe the effects of 3R (reduce, reuse and recycle) waste management initiatives on a campus community. It ascertains the environmental attitudes and opinions of the residents and investigates their behavioral responses to waste management initiatives. Practical implications for enhancing sustainable waste management are discussed in this paper.

Demonstration projects on waste segregation and recycling, as well as waste a reduction campaign, were set up on the campus to ascertain people’s attitudes and investigate their behavioral responses toward 3R practices. Data were collected through a questionnaire survey, observations, interviews and the project’s document review. A waste audit and waste composition analysis was carried out to assess waste flows and actual waste management behaviors and measure the change in the recycling rate.

3R waste management initiatives had positive effects on people’s attitudes about resources, waste management and consciousness of the need to avoid waste, but these initiatives did not affect recycling and waste management behavior. A voluntary approach-only cannot bring about behavioral change. Incentive measures showed a greater positive effect on waste reduction to landfills. Nevertheless, the demonstration projects helped to increase the overall campus recycling from 10 to 12 per cent.

This paper addresses a literature gap about the 3R attitudes and resulting behavior as part of campus sustainability of higher education institutions in a developing country. The authors’ results revealed hurdles to be overcome and presents results that can be compared to behavioral responses of people from other developed countries. These findings can be used as a guide for higher education institution’s policy-makers, as they indicate that voluntary instruments alone will not yield effective results, and other mechanisms that have an impact on people's behavior are required.

The purpose of this paper is to present the findings of research that aimed to determine what university students living in Unite accommodation in the UK understand about the concept of sustainable living. It considers what barriers they perceive to be standing in the way of following sustainable living practices. In particular, the research aimed to explore any value–action gap for the student population with a view to informing future actions to help close any gap.

The study was completed through an online questionnaire survey of students living in halls of residence operated by provider The Unite Group Plc. The survey informed semi-structured interviews and focus groups that explored the issues raised in greater detail.

It was found that students living in Unite properties believed sustainable living to be important, yet levels of understanding were very low and there appeared to be a wide value–action gap. Reasons for this are varied; however, an unexpected theme emerged around the association of effort and importance. There was a very strong association between sustainable living and recycling, which, therefore, saw the lack of adequate recycling facilities as a significant barrier to sustainable living. There were also issues around a lack of information, cost and respondents’ flatmates as further barriers. However, the most significant barrier was the displacement of responsibility for sustainable living to other people or organisations.

Gaining an insight into the complexity of attitude and behaviour of students with the sustainability agenda will enable understanding that can be applied to activities that promote sustainability.

This research studies a plastic recycling system from a reverse logistics angle and investigates the potential benefits of a multimodality strategy to the network design of plastic recycling. This research aims to quantify the impact of multimodality on the network, to provide decision support for the design of more sustainable plastic recycling networks in the future.

A MILP model is developed to assess different plastic waste collection, treatment and transportation scenarios. Comprehensive costs of the network are considered, including emission costs. A baseline scenario represents the optimized current situation while other scenarios allow multimodality options (barge and train) to be applied.

Results show that transportation cost contributes to about 7 percent of the total cost and multimodality can bring a reduction of almost 20 percent in transportation costs (CO₂‐eq emissions included). In our illustrative case with two plastic separation methods, the post‐separation channel benefits more from a multimodality strategy than the source‐separation channel. This relates to the locations and availability of intermediate facilities and the quantity of waste transported on each route.

This study applies a reverse logistics network model to design a plastic recycling network with special structures and incorporates a multimodality strategy to improve sustainability. Emission costs (carbon emission equivalents times carbon tax) are added to the total cost of the network to be optimized.

Most theories of entrepreneurship have focused on explaining individual actions, neglecting the extent to which entrepreneurs are embedded in particular socio‐historical contexts that shape both opportunity structures and the interactions that enable particular entrepreneurial responses to opportunities. Evidence from an ethnography of college and university recycling coordinators and programs is drawn on to extend the concept of “collective entrepreneurship” to account for broader social dynamics having to do with the construction of a recycling coordinator occupational identity and resource mobilization oriented towards the defense of that identity. Social marginality and linkage to a wider environmental social movement are argued to be the key conditions that made the collective efforts of recycling coordinators to safeguard and increase the status of their nascent occupation possible.

The purpose of this paper is to explore consumers’ views and expectations on circular clothing. This paper also clarifies how the remanufacturing process should be communicated and circular fashion marketed to consumers.

The research methodology consisted of consumer interviews, utilising an online innovation platform (Owela) to involve consumers and workshops with project partners and with external stakeholders.

Consumers’ interest towards recycling and sustainable solutions has increased. They appreciate the idea of recycling textile waste to produce new clothes; circular products should become “the new normal”. Consumers are asking for more visible and concrete information about circular clothing and how their behaviour has affected the environmental aspects of textile production. The communication should be timed correctly by using multiple communication channels and also paying attention to the shopping experience. In addition, digital services alongside circular clothing could create additional value for consumers.

In this study, only consumers from Finland were involved. The results might be different in different parts of Europe and especially worldwide.

This study focusses on circular clothing – an area that has not been studied much before. Also, consumers involved in this study were of a different age compared to most of the previous studies, where the focus has been mainly on young college students.

Sports fashion is marketed showing happiness, physical performance and self-care. Thus, sports fashion brands should see a good fit with sustainability: future orientation, self-care, care for others and going out for a physical experience, oftentimes in nature. On the other hand, sports fashion is regularly made of non-sustainable materials and produced under difficult work conditions. This paper aims to discuss the aforementioned issues.

The paper at hand seeks to investigate sports brands' approach to sustainability by examining their product portfolio and their annual report data, analyzing their status quo and sustainability strategy. A content analysis is conducted employing the brands' annual reports and their online shops as data sources to assess their status quo in terms of sustainability as well as future plans.

Results show that on the ecological side, brands unanimously focus on carbon reduction, organic cotton, recycled polyester, circularity-ready business model innovation and water and toxic waste management. The social aspect may be divided into the focal brand and the supply chain, including similar measures: equality and diversity, the promotion of ethnic and cultural minorities and increased safety and health for workers.

The paper derives development opportunities and pitfalls for sports fashion brands.

This paper reviews recent developments in marketing-related sustainable business practices (SBP) that macromarketing scholars have researched and debated for four decades. Such SBPs should be regarded as positive steps toward a future where business does more good than harm in society.

Using the approach of a literature review, this paper highlights the actions of entrepreneurs and firms to implement SBPs resulting from analysis of the interplay between markets, marketing and society. Such analysis is in the tradition of macromarketing scholarship.

The study identifies important developments about an important shift toward adopting SBPs among many firms, as well as among consumers − especially, in developed countries of the world.

The study suggests that taking a macromarketing view offers scholars a broad lens on current complex marketplace phenomena that will prove effective in better understanding sustainability issues.

The results of the study underline the value of macromarketing scholarship through the last four decades. By being daring enough to consider other stakeholders other than marketers and owners of firms, macromarketers have provided scholars a more holistic understanding of business’ role in society.

Today, enlightened practitioners who utilize knowledge from macromarketing scholarship can gain a competitive advantage as they navigate markets increasingly influenced by a wider set of stakeholders. Such influential stakeholders include partner firms, employees, society and local communities, NGOs, media, government, as well as the environment and future generations. Scholars can gain perspective on the phenomena they investigate with such a macromarketing lens.