Green visuals, greener actions: Increasing recycling behavior through nature imagery and the recycling logo

Three experimental studies ( N = 454) examined the effect of green imagery on recycling behavior. All studies included a treatment group, where participants viewed either pictures of pristine nature or the recycling logo, and a control group, where participants viewed pictures of geometric shapes. Later, we unobtrusively observed how participants disposed of a napkin and a plastic plate or cup that accompanied some treats they received for participating. The experimental setup offered participants a choice between an easy but environmentally harmful option (throwing both items in a nearby garbage bin) and a more effortful but eco-friendlier option (disposing each item in the appropriate but more distant recycling bin). Nature imagery significantly increased recycling behavior compared to the control group, while the recycling logo had an even stronger effect, with nearly all participants recycling. These insights can be converted into actionable strategies to boost recycling behavior. • Participants viewed either green imagery or pictures of geometric shapes. • We observed how participants disposed of a napkin and a plastic cup or plate. • Exposure to green imagery (vs. geometric shapes) led to increased recycling behavior. • Mood and pro-environmental values did not affect recycling outcomes. • Findings suggest strategies to boost recycling behavior.