Recycling gone bad: When the option to recycle increases resource consumption

In this study, we propose that the ability to recycle may lead to increased resource usage compared to when a recycling option is not available. Supporting this hypothesis, our first experiment shows that consumers used more paper while evaluating a pair of scissors when the option to recycle was provided (vs. not provided). In a follow‐up field experiment, we find that the per person restroom paper hand towel usage increased after the introduction of a recycling bin compared to when a recycling option was not available. We conclude by discussing implications for research and policy.