Toward a More Circular Economy: Would Climate Change Worry Affect Preference for Recycled Products? A Psychophysiological Study

Abstract

This pioneering study investigates the link between climate change worry and recycled product preference. Using a psychophysiological approach, the study examines the relationship between climate change worry and preference for recycled products and physiological responses to climate change and new/recycled products. Participants are exposed to climate change visuals and then surveyed about their purchasing preferences for new/recycled products across three categories. Skin conductance response (SCR) measured through Galvanic Skin Response (GSR) technology is used to assess physiological changes when exposed to climate change visuals. The results reveal a significant positive correlation (r=0.575; p<0.001) between climate change worry and recycled product preference. Although no significant physiological differences are observed, individuals with higher levels of climate change worry demonstrate a stronger preference for recycled products. This study provides valuable insights into consumers' emotional behaviors and presents a perspective on recycled product preferences, representing a significant step in the transition to a sustainable and circular economy.

Introduction

This study highlights the detrimental consequences of a linear economy on the environment, the effects of which lead to irreversible changes in nature and contribute to climate change (Meng & Leary, 2021; Smith & Joffe, 2009). To ensure a sustainable future, it is crucial not only for governments and producers but also for consumers to recognize the need for sustainable consumption and make environmentally conscious choices (Lehner et al., 2016). Adopting a circular economy can effectively reduce carbon emissions and minimize the use of raw materials, thereby mitigating the impact of climate change (Tunn et al., 2019). This approach promotes sustainability by minimizing the overuse of resources (Polyportis et al., 2022) and enhancing the mitigation of climate change. Although recycling is an important step in the transition from a linear economy to a circular one, consumers' preferences for recycled products have not been entirely evaluated (Sabbaghi & Behdad, 2018).

Climate change has been associated with a range of psychological consequences, including trauma, anxiety, fear, and depression (Cianconi et al., 2020; Clayton et al., 2017). Climate change worry has been found to correlate with the symptoms of stress, anxiety, and depression (Searle & Gow, 2010). Various scales have been developed to measure climate change worry (Stewart, 2021) and anxiety (Clayton, 2020; Hogg et al., 2021) in order to assess the level of climate change anxiety and its impact on human behavior. Individuals experiencing climate change worry exhibit heightened sensitivity toward environmental issues and the planet, particularly in relation to climate disasters, and tend to exhibit a preference for purchasing green or recycled products as a means to mitigate harm to the planet (Cornel, 2018). However, the extent of consumer interest in the circular economy concept remains uncertain.

The existing body of literature encompasses various studies that examine climate change, environmental attitudes, and preferences for recycled products. However, there is a need for an integrated research approach that incorporates direct and indirect measurements to comprehensively understand the impact of climate change worry on individuals, their physiological responses to climate change visual stimuli, and their preferences for purchasing recycled products. This study adopts an inclusive methodology, aiming to capture implicit attitude measurements that uncover unconscious associations influencing consumers' decision-making processes, providing insights into consumers' genuine sentiments that may not be fully captured by self-reporting measures (Songa et al., 2018).

This study employs a multi-stage approach to examine the association between climate change worry and purchasing preference using psychophysiological research techniques. In the initial stage, participants' levels of climate change worry were assessed, followed by the division of participants into two distinct groups. Subsequently, the study analyzed Galvanic Skin Response (GSR) and Automated Facial Expression Analysis (AFFDEX) data to investigate the participants' responses to climate change visuals and images of new and recycled products. Through the application of psychophysiological research methods, this study offers novel insights into the relationship between climate change worry and purchasing preference, making a significant contribution to the existing literature.

Literature Review

Climate Change Worry

Climate change has both direct and indirect effects on health, both physically and psychologically (Bourque & Willox, 2014). Although the current and unknown effects of climate change cause people to have anxieties and worries (Stewart, 2015), a moderate level of anxiety can raise an individual's awareness of climate change and shape their behaviors through that awareness (Verplanken & Roy, 2013). Risk perception regarding climate change also enhances environmentalist behaviors (Perera & Hewege, 2013). Contrary to the general belief that consumers who have not been directly exposed to disasters caused by climate change generally do not perceive the risk of climate change (Weber, 2006), even people who have not been directly exposed to the effects of climate change may have climate anxiety (Clayton, 2020).

At the first stage of this study, climate change worry levels of individuals living in Turkey were determined by using the Climate Change Worry Scale (CCWS) (Stewart, 2021), which measures climate change worry. In the second phase individuals suffering from climate change worry were exposed to images of climate change impacts to measure their physiological response. The images were inspired by studies in the literature on the relationship between environmental awareness, climate change, and images concerning climate change (Geffen et al., 2016; Sollberger et al., 2017). Thus, the following research hypotheses were formed:

H1: Climate change worry is positively associated with a preference for recycled products.

H2: Visual stimuli related to climate change evoke different physiological responses in individuals with high climate change worry compared to those with low climate change worry.

Preference for Recycled Products

Previous studies have examined consumer attitudes toward products made from recycled materials and their related purchasing behavior. Some studies indicate that consumers hold positive attitudes toward recycled products but may not actually purchase them due to concerns about quality and cleanliness (Baxter et al., 2017; Cornel, 2018; Polyportis et al., 2022). Negative perceptions of recycled products are often associated with fears of contamination and feelings of disgust (Meng & Leary, 2021), and consumers' expectations of product quality may decrease when recycled materials are used (Wang et al., 2013).

Despite the perception that recycled products are environmentally friendly (Mobley et al., 1995), they are not widely preferred by consumers (Park & Lin, 2020). The use of recycled materials in a product can lead consumers to perceive it as lower in quality compared to non-recycled alternatives (Kuah & Wang, 2020; Hamzaoui-Essoussi & Linton, 2014). However, research conducted in the United Kingdom suggests that consumers have a moderate level of awareness about recycled products and exhibit a preference for them over similar alternatives in terms of quality and price (Polyportis et al., 2022; Micklethwaite, 2004). Similarly, in the Netherlands, consumers demonstrate awareness of recycled products and recognize the environmental benefits associated with their use (Magnier et al., 2019). In Canada, there appears to be a neutral perception of recycled products among consumers (Hamzaoui-Essoussi & Linton, 2010). In Asian countries such as Singapore, Indonesia, Thailand, Vietnam, and China, consumers have shown limited familiarity with recycled products and the concept of the circular economy (Kuah & Wang, 2020). In contrast, studies conducted in Turkey have found a positive relationship between consumers' environmental awareness and their preference for and willingness to purchase recycled products (Akkucuk, 2011; Bulut & Nazli, 2020).

Considering these findings, this study aims to investigate the relationship between consumers' levels of climate change worry and their preferences for new and recycled products. Based on the literature reviewed, the following hypotheses are proposed:

H3: Images of recycled products elicit different physiological responses in individuals with high climate change worry compared to others.

H4: Individuals with high levels of climate change worry show a greater preference for recycled products compared to others.

Methods

Study Model

Despite the availability of studies investigating climate change worry and preference for recycled products, there is a notable absence of research in the literature that uses a psychophysiological method to examine the relationship between climate change and preference for recycled products. This study utilizes a psychophysiological approach to investigate the relationship between climate change worry, physiological responses, and preference for recycled products. Participants are divided into two groups based on their level of climate change worry: a high worry group and a low worry group. The study examines the effects of climate change images and images of new and recycled products on participants' physiological responses, measured through GSR and facial expressions. Additionally, participants' purchasing preferences for new and recycled products are assessed. By exploring these relationships, the study aims to enhance understanding of how climate change worry influences individuals' physiological reactions and their preference for sustainable consumption options.

Data Collection Tools

Human research ethics approval was obtained from Uskudar University, ensuring compliance with the Helsinki Declaration. The study adhered to ethical guidelines to ensure the protection and well-being of the participants. By obtaining ethics approval and utilizing the online questionnaire, this research maintained a responsible and ethical approach in collecting data for the study. The survey consisted of a sociodemographic form to collect information on participants' gender, educational status, marital status, income level, age, and use of psychosomatic drugs.

The Climate Change Worry Scale (CCWS), developed by Stewart (2021) and validated and tested through reliability studies in Turkish (Özbay & Alçı, 2021) before its utilization in this study, was administered to assess participants' climate change worry. This one-dimensional scale comprises 10 items and accounts for 85 percent of the total variance, demonstrating a high level of internal consistency with a Cronbach's Alpha reliability coefficient of 0.98 (Stewart, 2021).

Additionally, the Recycled Product Preferences Scale, developed by Yadav and Pathak (2016) and validated in Turkish by Bulut and Nazli (2020), was employed to evaluate participants' preference for recycled products. This one-dimensional scale includes six items and explains 65.93 percent of the total variance, exhibiting satisfactory reliability with a Cronbach's Alpha coefficient of 0.84.

For physiological measurements, the GSR-Shimmer 3 GSR+ Unit and the AFFDEX module were utilized. The GSR-Shimmer device, integrated with a MSP430 microcontroller, Bluetooth Radio-RN-42, a 2 GB micro SD card, and a 450mAh rechargeable Lion battery, was employed to record SCR. Two Ag/AgCl surface electrodes were placed on the palmar surface of the middle finger and the index finger of the participant's nondominant hand to measure SCR. The Shimmer 3 GSR device, a component of the iMotions biometric research platform, recorded the measurements (iMotions, 2014). The skin resistance as measured by the GSR-Shimmer device ranged from 47kΩ to 1MΩ (21uS to 1uS conductance) (Cacioppo et al., 2007). The GSR+ Unit, designed specifically for resolving skin resistance levels, operated within the range of 10kΩ to 4.7MΩ (100uS to 0.2uS). In addition, the AFFDEX module captured 20 facial expression measures (action units), seven basic emotions (joy, anger, fear, disgust, humiliation, sadness, and surprise), facial cues, head orientation, and attention. The analysis module generated time percentage (TP) scores to observe changes in facial expressions controlled by the cranial nerve. These scores represent the probability of expressing the expected emotion. Valence scores and participation summaries were also provided, offering an overview of the overall expressed response. Landmarks were identified on the face area by adjusting the distance between the eyes, and data were recorded using 34 landmarks (iMotions, 2016).

Experiment Design and Procedure

The study was comprised of three phases. In the first phase, an online survey was conducted in Turkish using Google Forms. This survey gathered sociodemographic information and included the CCWS along with the Recycled Product Preferences Scale. The online survey included a total of 157 participants, but only 60 participants who completed the online survey agreed to come to the laboratory where the experiment would be conducted and participate in the next stage of the study. Participants who completed the online survey in the first phase of the study were invited to the Neuromarketing Laboratory at Uskudar University.

Based on their CCWS scores, the selected participants (N=60) were divided into two groups: an experimental group consisting of individuals with high climate change worry (n=30) and a control group consisting of individuals with low climate change worry (n=30). The mean of item residual absolute loadings (Minreal) index, calculated as 0.223 with a 95 percent confidence interval of −0.196 to 0.245 (Stewart, 2021), indicates minimal mean residual loadings, ensuring a good model fit. The sample size of 60 participants provided a balanced sample similar to other studies using similar methodologies, as reported by Gómez-Carmona et al. (2021) and Hernández-Méndez and Muñoz-Leiva (2015).

For the physiological data collection phase, the experimental and control group participants who agreed to visit the Neuromarketing Laboratory were presented with images depicting various climate change-related landscapes, including deforestation, drought, fire, melting glaciers, and pollution as visual emotional stimuli. The images were obtained from the Global Climate Change Photo Contest (Alarko Carrier, 2022) and commercial sites. The purpose of using these visuals was to trigger behavior change and convey the long-term and future threats associated with climate change, as noted by Klöckner (2015) and Smith and Joffe (2009) in their respective studies.

In the second stage of the experiment, images of new and recycled products, labeled A and B, respectively, with corresponding content descriptions were shown to participants. The images were adjusted for size, color, and resolution using bitmap files. Each participant was shown a total of 10 climate visuals, with a 6-second black screen transition between each image to prevent carryover effects. Following the climate change visuals, six images of new and recycled products from each of the categories of electronics, textiles, and personal care products were presented to the participants.

During the data collection phase, participants were seated in a chair with back support in front of a 15-inch computer screen connected to the iMotions biosensor integrated system. To capture accurate AFFDEX face scan data, participants were positioned 60 cm away from a high-definition Logitech camera with a resolution of 1080p/30 fps-720/30 fps and autofocus. To ensure reliable GSR data, participants were instructed to avoid holding their breath or breathing too rapidly. They were asked to view the content projected on the screen without making any movements and without speaking.

The GSR device was attached to the participants' nondominant hands, and participants were instructed to keep their hands still on the table. The silver-silver chloride electrodes, measuring 1 cm^2, were attached to the index and middle fingers of the participants' left hand. The Shimmer3 GSR+ unit collected SCR data within the range of 1 to 100 μS with ±0.5 percent accuracy, using a constant current of 2.5 μA for excitation. Data collection was set at a frequency of 128 Hz.

To ensure minimal background noise and a stable environment, the lights in the experiment room were turned off, and the temperature was maintained between 21 and 22 degrees Celsius (Boucsein, 2012). These measures aimed to optimize data quality during the GSR and AFFDEX measurements. The physiological data of the participants were automatically recorded on a computer in the control room throughout and after the data collection session.

Upon completion of the data collection, participants were thanked for their participation and received chocolates as a token of appreciation. Prior to their involvement in the study, participants were informed about the study's purpose, the measurements employed, and the intention to share the results following publication. Participants were assured that their participation was voluntary, and all data would be treated confidentially. They were also informed that the measurement tools used in the research would not have any negative effects and that similar measurements were commonly employed in psychological research. Data collection was conducted by a research assistant who had received training from the researchers, and two research assistants were involved in the data collection phase.

Data Analysis

Data on physiological changes during the visual tasks were recorded using iMotions 9.1 software. SCR data was obtained by calculating the amplitude of microsiemens units, which represented the sum of amplitude peaks of phasic activity. This data was then standardized using the formula SC=log(1 + |SC|) to mitigate the influence of demographic characteristics such as age, gender, and marital status on electrodermal activity (EDA) data (Venables & Christie, 1980). Standardization enabled comparable EDA measurements across individuals.

Facial expressions were evaluated and prepared for further analysis. This system scanned facial expressions and identified emotions using algorithms that are independent of the environment or subject. TP scores were used to calculate the metrics of the seven basic emotions analyzed. These scores were obtained by dividing the total number of frames for each stimulus by the total number of participants within each group (control and experimental). The resulting emotion metric scores of the two groups were then compared.

Data analysis was performed using IBM SPSS V23. The normal distribution of the data was assessed using the Kolmogorov-Smirnov and Shapiro-Wilk tests. Categorical variables of paired groups were compared using the chi-square test. The independent two-sample t-test was used for comparing normally distributed data between binary groups, while the Mann-Whitney U test was employed for data that did not follow a normal distribution. Within-group comparisons of non-normally distributed data were conducted using the Friedman test, followed by the Dunn test for multiple comparisons. Spearman's rho correlation coefficient was used to analyze the relationship between normally distributed data, while the Pearson correlation coefficient (r) was employed for data that did not follow a normal distribution. A significance level of p<0.050 was adopted for all analyses.

Results

Demographic data and characteristics of the participants who completed the online questionnaire in the initial stage of the study and met the inclusion criteria are presented in Table 1. Both the experimental and control groups consisted of an equal distribution of 50 percent men and 50 percent women. Statistical analysis reveal no significant difference in the distribution of educational status between the groups (p=0.208). Specifically, 46.7 percent of the experimental group and 70 percent of the control group identified as undergraduates. Furthermore, no significant differences were observed among the groups in terms of profession, marital status, and income distribution (p=0.085). The average age of the experimental group was 24, while the average age of the control group was 21.50.

Table 1.

Demographic Data

		Experiment		Control		Total		Test Statistics	p
		N	%	N	%	N	%
Gender	Female	15	50	15	50	30	50	0.000	1.000^a
Gender	Male	15	50	15	50	30	50	0.000	1.000^a
Education	Primary Education	2	6.7	0	0	2	3.3	4.552	0.208^a
	High School	7	23.3	5	16.7	12	20
	Undergraduate	14	46.7	21	70	35	58.3
	Graduate	7	23.3	4	13.3	11	18.3
Profession	Public Sector	1	3.3	2	6.7	3	5	6.242	0.182^a
	Private Sector	15	50	7	23.3	22	36.7
	Self-employed	1	3.3	0	0	1	1.7
	Student	12	40	20	66.7	32	53.3
	Unemployed	1	3.3	1	3.3	2	3.3
Marital Status	Single	24	80	25	83.3	49	81.7	0.111	0.739^a
Marital Status	Married	6	20	5	16.7	11	18.3	0.111	0.739^a
Income	Low	5	16.7	3	10	8	13.3	1.779	0.620^a
	Medium	17	56.7	18	60	35	58.3
	High	7	23.3	9	30	16	26.7
	Very High	1	3.3	0	0	1	1.7
Drug Usage	No	30	100	30	100	60	100	-	-
Age		28.43±10.66		24.27±7.90		26.35±9.54		334	0.085^b
	Mean±SD	24.00(18.00-52.00)		21.50 (18.00-53.00)		22.50(18.00-53.00)

chi-square test

Mann-Whitney U test; frequency (percentage); mean±standard deviation; median (min. - max.)

Table 2 presents the CCWS levels and recycled product preference levels of the participants. Statistical analysis reveals a statistically significant difference between the experimental and control groups in terms of CCWS score medians (p<0.001) and recycled product preference medians (p=0.002). The experimental group exhibited higher levels of both CCWS and recycled product preference compared to the control group.

Table 2.

CCWS Levels and Preferences for Recycled Products Pertaining to the Groups

	Experimental Group	Control Group	Total	Test Statistics	p
Climate change worry	40.37±5.32	21.70±6.59	31.03±11.13	0.000	< 0.001^a
Climate change worry	40.00 (32.00 - 50.00)	23.00 (10.00 - 30.00)	31.00 (10.00 - 50.00)	0.000	< 0.001^a
Recycled product preference	24.00±3.91	20.27±5.13	22.13±4.90	3.171	0.002^b
Recycled product preference	24.00 (16.00 - 30.00)	21.00 (9.00 - 29.00)	22.50 (9.00 - 30.00)	3.171	0.002^b

Mann-Whitney U test

Independent two samples t-test. mean±standard deviation. median (min. – max.)

Table 3 displays the results obtained from the online questionnaire data and indicates a statistically significant and positively oriented moderate relationship between CCWS levels and preferences for recycled products among the participants (r=0.575, p<0.001). This finding provides support for the H1 hypothesis, which suggests a positive relationship between CCWS levels and preferences for recycled products.

Table 3.

Reviewing the Relationship Between Preferences for Recycled Products Score and CCWS Score

	Recycling Score
	r	p
Climate Change Worry Score	0.575	< 0.001

r: Pearson correlation coefficient

To measure the SCR levels of the participants to the stimuli used in the survey, an electrodermal activity (EDA) technique was employed. This technique allows for the measurement of individual reactions at the μS level. The data corresponding to the control and experimental groups were analyzed using the Mann-Whitney U test. Table 4 presents the details of the EDA data in accordance with the sequence of visual stimuli.

Table 4.

Comparison of Skin Conductance Response Measure on Basis of Groups

Skin Conductance Response	Group	N	Mean±SD	Median (min.-max.)	U	p
Climate Visuals μS/Amplitude Peaks	Experimental	30	0.02±0.08	0.00 (0.00 - 0.42)	435.000	0.742^a
Climate Visuals μS/Amplitude Peaks	Control	30	0.01±0.02	0.00 (0.00 - 0.12)	435.000	0.742^a
New Products μS/	Experimental	30	0.01±0.02	0.00 (0.00 - 0.12)	429.000	0.707^a
New Products μS/	Control	30	0.01±0.03	0.00 (0.00 - 0.14)	429.000	0.707^a
Recycled Products μS/	Experimental	30	0.01±0.04	0.00 (0.00 - 0.18)	441.000	0.861^a
Recycled Products μS/	Control	30	0.01±0.03	0.00 (0.00 - 0.10)	441.000	0.861^a
Surveys μS/	Experimental	30	0.07±0.18	0.00 (0.00 - 0.75)	357.500	0.108^a
Surveys μS/	Control	30	0.04±0.11	0.00 (0.00 - 0.51)	357.500	0.108^a

Mann-Whitney U test

The analysis aimed to examine participants' concerns about climate change, new products, recycled products, and their purchasing preferences after viewing visuals. The focus was on the peak amplitudes obtained from the SCR measure in relation to the question screen. Table 4 displays the results, indicating that there is no statistically significant difference between the experimental and control groups in terms of peak amplitudes (p>0.05).

Table 5 presents the scores obtained from facial coding measures of participants in relation to climate change, new product visuals, and recycled product visuals, considering seven emotions. The analysis indicates that there is no significant difference between the experimental and control groups in terms of these scores (p>0.05). Thus, the data from Table 4 and Table 5 suggest that climate visuals and recycled product visuals do not elicit distinct physiological responses in individuals with high climate change worry levels. Consequently, H2 and H3 hypotheses are rejected.

Table 5.

Data Regarding Face Reading Measurement

Climate Change
Facial Coding 7 Feelings	Group	N	Mean±SD	Median (min.-max.)	U	p
Anger TP	Experimental	30	0.04±0.21	0.00 (0.00 - 1.13)	435.000	0.317^a
Anger TP	Control	30	0.00±0.00	0.00 (0.00 - 0.00)	435.000	0.317^a
Sadness TP	Experimental	30	0.00±0.00	0.00 (0.00 - 0.00)	450.000	1.000^a
Sadness TP	Control	30	0.00±0.00	0.00 (0.00 - 0.00)	450.000	1.000^a
Disgust TP	Experimental	30	2.57±14.07	0.00 (0.00 - 77.06)	449.500	0.981^a
Disgust TP	Control	30	0.06±0.31	0.00 (0.00 - 1.69)	449.500	0.981^a
Joy TP	Experimental	30	0.00±0.00	0.00 (0.00 - 0.00)	435.000	0.317^a
Joy TP	Control	30	0.97±5.33	0.00 (0.00 - 29.21)	435.000	0.317^a
Surprise TP	Experimental	30	0.00±0.00	0.00 (0.00 - 0.00)	435.000	0.317^a
Surprise TP	Control	30	0.08±0.41	0.00 (0.00 - 2.26)	435.000	0.317^a
Fear TP	Experimental	30	0.30±1.64	0.00 (0.00 - 8.99)	435.000	0.317^a
Fear TP	Control	30	0.00±0.00	0.00 (0.00 - 0.00)	435.000	0.317^a
Contempt TP	Experimental	30	0.78±2.90	0.00 (0.00 - 11.80)	435.500	0.655^a
Contempt TP	Control	30	0.45±2.36	0.00 (0.00 - 12.92)	435.500	0.655^a
New Products
Anger TP	Experimental	30	0.02±0.10	0.00 (0.00 - 0.56)	449.500	0.981^a
Anger TP	Control	30	0.04±0.20	0.00 (0.00 - 1.12)	449.500	0.981^a
Sadness TP	Experimental	30	0.02±0.10	0.00 (0.00 - 0.56)	435.000	0.317^a
Sadness TP	Control	30	0.00±0.00	0.00 (0.00 - 0.00)	435.000	0.317^a
Disgust TP	Experimental	30	0.04±0.20	0.00 (0.00 - 1.12)	435.000	0.317^a
Disgust TP	Control	30	0.00±0.00	0.00 (0.00 - 0.00)	435.000	0.317^a
Joy TP	Experimental	30	0.79±4.33	0.00 (0.00 - 23.73)	449.500	0.981^a
Joy TP	Control	30	0.47±2.55	0.00 (0.00 - 13.97)	449.500	0.981^a
Surprise TP	Experimental	30	0.00±0.00	0.00 (0.00 - 0.00)	450.000	1.000^a
Surprise TP	Control	30	0.00±0.00	0.00 (0.00 - 0.00)	450.000	1.000^a
Fear TP	Experimental	30	0.00±0.00	0.00 (0.00 - 0.00)	435.000	0.317^a
Fear TP	Control	30	0.26±1.44	0.00 (0.00 - 7.87)	435.000	0.317^a
Contempt TP	Experimental	30	0.19±1.03	0.00 (0.00 - 5.62)	449.500	0.981^a
Contempt TP	Control	30	0.22±1.23	0.00 (0.00 - 6.74)	449.500	0.981^a
Recycled Products
Anger TP	Experimental	30	0.00±0.00	0.00 (0.00 - 0.00)	435.000	0.317^a
Anger TP	Control	30	0.58±3.20	0.00 (0.00 - 17.51)	435.000	0.317^a
Sadness TP	Experimental	30	0.00±0.00	0.00 (0.00 - 0.00)	435.000	0.317^a
Sadness TP	Control	30	0.13±0.72	0.00 (0.00 - 3.93)	435.000	0.317^a
Disgust TP	Experimental	30	0.00±0.00	0.00 (0.00 - 0.00)	450.000	1.000^a
Disgust TP	Control	30	0.00±0.00	0.00 (0.00 - 0.00)	450.000	1.000^a
Joy TP	Experimental	30	0.00±0.00	0.00 (0.00 - 0.00)	435.000	0.317^a
Joy TP	Control	30	0.04±0.20	0.00 (0.00 - 1.12)	435.000	0.317^a
Surprise TP	Experimental	30	0.08±0.41	0.00 (0.00 - 2.25)	435.000	0.317^a
Surprise TP	Control	30	0.00±0.00	0.00 (0.00 - 0.00)	435.000	0.317^a
Fear TP	Experimental	30	0.28±1.53	0.00 (0.00 - 8.38)	435.000	0.317^a
Fear TP	Control	30	0.00±0.00	0.00 (0.00 - 0.00)	435.000	0.317^a
Contempt TP	Experimental	30	0.00±0.00	0.00 (0.00 - 0.00)	435.000	0.317^a

Mann-Whitney U test.

In the final stage of the experiment, participants were introduced to products categorized as brands A and B in each of three product types: electronics, textiles, and personal care, with a specific focus on the use of recycled materials. Table 6 provides details regarding participants' preferences for new and recycled products.

Table 6.

New and Recycled Product Purchasing Preferences of the Participants

Groups	Gender	Survey 1 (Electronics)		Survey 2 (Textiles)		Survey 3 (Personal Care)
Groups	Gender	A (Recycled)	B (New)	A (Recycled)	B (New)	A (New)	B (Recycled)
Control	Male	7	8	8	7	4	11
	Female	12	3	11	4	6	9
	Total	19 (63.3%)	11 (36.7%)	19 (63.3%)	11 (36.7%)	10 (33.4%)	20 (66.6%)
Experimental	Male	10	5	10	5	4	11
	Female	11	4	10	5	3	12
	Total	21 (70.0%)	9 (30.0%)	20 (66.6%)	10 (33.4%)	7 (23.4%)	23 (76.6%)

In the control group, 63.3 percent of the participants expressed a preference for recycled electronics and textiles products. In the experimental group, the preference for recycled products was higher, with 70 percent of participants favoring recycled electronic products, 66.6 percent favored recycled textiles, and 76.6 percent favored recycled personal care products. Based on these findings, hypothesis H4 is accepted, indicating that individuals with higher levels of climate change worry show a stronger preference for recycled products.

Discussion

This study employed GSR and AFFDEX to analyze the physical stimulations of individuals toward climate visuals and correlated their responses with their preference toward new products versus recycled products. The results of the questionnaire data reveal a statistically significant positive-oriented moderate intensity relationship between participants' climate change worries and their preferences for recycled products. This finding supports previous research by Do Paço et al. (2013) and Songa et al. (2018), which indicate that individuals' prejudices make them less willing to purchase recycled products under the circular economy concept. Preferencing recycled products not only mirrors the concept of a circular economy, but it also serves as a crucial building block in the transition to a circular economy. The adoption of recycled products by consumers will subsequently pave the way for a consumption mindset aligned with the principles of a circular economy. This study also investigated differences in physical responses to visuals of climate change effects between the control group and the experimental group. Contrary to expectations, the results showed no significant differences between the experimental and the control groups in their physical response to visual climate change stimulants. This finding aligns with the notion that individuals who are highly sensitive to the environment may not exhibit a significant response to climate visuals due to prior exposure to similar stimuli (Geffen et al., 2016).

The EDA and facial coding analyses conducted during the participants' viewing of the climate change visuals revealed no statistically significant difference between the experimental and control groups in the psychological impacts of climate change, such as worry, guilt, and despair (Clayton, 2020). This suggests that climate visuals may not elicit distinct psychological responses in individuals with varying levels of climate anxiety.

The results of the final stage of the study support hypothesis (H4)—that individuals with higher climate change worries would prefer recycled products compared to other individuals. This finding is consistent with the studies by Calvo-Porral and Lévy-Mangin (2020) and Hazen et al. (2017), which show that individuals who are more aware of environmental problems and have stronger interactions with the environment tend to prefer recycled products.

While individuals in the study with high climate change worry show a higher preference for recycled products, individuals with lower climate change worry also exhibit a preference for recycled products. This indicates that even individuals who do not consider themselves environmentalists may have a positive inclination toward recycled products. However, it is important to note that preferences for recycled products can be influenced by other factors, including the inclusion of recycling information in product contents (Pretner et al., 2021) and individuals' sense of social responsibility (Hamzaoui-Essoussi & Linton, 2010). The preference for recycled products in the control group could be attributed to their being asked about their purchasing preference after being exposed to climate visuals, as consumers' perceptions of risk related to climate change can influence their consumption preferences (Perera & Hewege, 2013). However, since participants' purchasing preferences were not known prior to their exposure to climate visuals, this study cannot definitively determine the impact of climate visuals on consumption preference.

In conclusion, this study provides insights into the relationship between individuals' climate change worries, physical response to stimulations to visuals related to climate change impacts, and their preferences for recycled products. This study evaluates the relationship between individuals' levels of climate change worry level and their preferences for recycled products, thereby offering a novel discussion perspective to the literature. Future studies could further explore the cognitive reactions and decision-making processes related to green products, considering elements such as price, promotion, and the framing of environmental messages.

Conclusion

This study examined the relationship between individuals' climate change worry levels, their physiological reactions, and their preference for recycled products. Despite participants' concerns about climate change expressed in their statements, no significant physiological differences were found when participants were exposed to climate visuals compared to individuals without climate change worry. This could suggest that individuals' familiarity with climate change visuals, especially those associated with natural disasters in their daily lives. However, individuals with climate change worry, despite not showing distinct physiological reactions to climate change stimuli, demonstrated a stronger preference for recycled products over new products in their purchasing decisions. Additionally, even individuals without climate change worry showed a preference for recycled products.

To drive behavioral changes that contribute to combatting climate change, it is essential to conduct surveys and assess the factors that influence consumer decision-making attitudes. This study, as the first psychophysiological investigation into the relationship between climate change worry levels and recycled product preference, is expected to make a substantial contribution to the existing literature, enhance climate change awareness among individuals, and inspire future studies to explore emotional behaviors and their impact on directing consumer behavior toward more sustainable consumption patterns.

While the results hold promise for people turning their climate change worry into purchasing more recycled products as a means to help combat climate change, it is important to expand and diversify the estimation formats by considering various product characteristics across different categories. Moreover, further research is warranted with larger sample sizes to enable broader generalizations.

Footnotes

Acknowledgments

The authors greatly appreciate the assistance of volunteers whose participation in sample collection was vital to this study.

Authors' Contributions

Kubra Ecer conceptualized and designed the study. Selami Varol Ulker conducted data collection and analysis. Gokben Hizli Sayar contributed to data interpretation. All authors contributed to drafting and revising the manuscript. Final approval was given by Kubra Ecer.

Funding Information

This study was not financially supported by any funding organization.

Author Disclosure Statement

The authors declare no conflicts of interest and have no financial, personal, or professional relationships that could influence this work.

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