We each have hunches about why people engage in activities such as walking to work, recycling or composting. For instance, theories regarding personal motivations for recycling abound. Recycling, it has been suggested, is popular because it serves to alleviate our guilt for not adopting the more difficult and inconvenient aspects of sustainable living. This hypothesis suggests that curbside recycling is simply an antidote to the guilt we feel when, for example, just after placing our re…

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