Environmental protection or privacy protection: Improving recycling attitudes through marketing communication

Since economic value and environmental considerations often involve a trade-off, companies continue to engage in superficial environmental activities unrelated to their core business under the guise of corporate social responsibility, which has led to increasing criticism of greenwashing and ESG washing. To address this, companies are seeking initiatives that balance economic value and environmental responsibility, with e-waste recycling emerging as a promising solution. The rapid accumulation of e-waste poses significant environmental risks by contaminating natural resources such as air, soil, and water, yet it also holds economic value due to its high concentration of rare earth elements essential for electronic product development. However, consumers generally lack a positive attitude toward recycling, as they do not perceive direct personal benefits. This study examined whether, in the case of PCs—where concerns about personal information leakage are high—appeals to privacy protection are more effective than appeals to environmental protection in promoting recycling. A randomized controlled trial conducted through an online survey of 1,600 participants revealed that egoistic appeals, such as privacy protection, made PC recycling activities more attractive than altruistic appeals, such as environmental protection, even among individuals with green purchasing habits. Practitioners aiming to promote ethical consumption should not hesitate to emphasize egoistic appeals.