How does emotional attachment impact mobile phone recycling intention? Emotional process and contingencies

Recycling behavior is highly complex and context-dependent, shaped by both rational and irrational factors. This study examines how emotional attachment discourages mobile phone recycling within the framework of endowment effect theory and the focus theory of normative conduct. Using survey data from 579 individuals in mainland China, the research employs stepwise regression and bootstrap approaches to test the proposed model. The findings reveal that emotional attachment increases negative anticipated emotions, which deter recycling intentions. In addition, awareness of consequences mitigates this emotional barrier, while environment-unfriendly social norms reinforce it. Moreover, the moderating effect of awareness of consequences is significant only when environment-unfriendly social norms are weak. Our findings contribute to the literature on mobile phone recycling behavior by highlighting the emotional barrier rooted in bounded rationality. In addition, this study also offers practical implications for policymakers seeking to enhance recycling participation.