主讲人简介：

晏丽，澳门大学工商管理学院市场营销方向副教授，博士生导师。2019年毕业于澳大利亚莫纳什大学，主要研究方向为消费者心理、行为与决策，其研究主要应用的领域包括绿色营销、道德决策、亲社会行为以及数字营销等。论文发表在Journal of Consumer Research, Journal of Marketing, Journal of the Academy of Marketing Science, International Journal of Research in Marketing, Journal of Business Ethics等国际期刊上，论文荣获教育部第九届高等学校科学研究优秀成果奖（人文社会科学）著作论文类三等奖（第一完成人），主持一项国家自然科学基金面上项目。

 

讲座简介：

Consumption waste poses a critical environmental challenge worldwide, yet countries vary significantly in their waste reduction practices and the effectiveness of pro-environmental interventions. Building on cultural tightness theory, we examine how cultural tightnessshapes consumer waste reduction and recycling behavior. Across eight studies, including a secondary data analysis and a field study, we demonstrate that cultural tightness promotes waste reduction and recycling behavior through a dual process: it increases anticipated guilt while simultaneously reducing perceived autonomy. Despite the constraint of reduced autonomy, the motivating force of anticipated guilt drives consumers in tight cultures to engage more in waste reduction and recycling behaviors. We further identify two boundary conditions that moderate these effects: the positive influence of cultural tightness is enhanced by long-term orientation but attenuated among high social class consumers. Our findings advance understanding of how cultural factors shape consumer behavior and provide practical insights for tailoring waste reduction initiatives across different cultural contexts.