Show a smiley face: the persuasive role of emoji on customers’ recycling experiences

Purpose This study aims to investigate the role of emoji and the moderating effects of recycling messages in encouraging customers’ attitudes toward recycling and their recycling intentions via processing fluency. Design/methodology/approach Two 2 × 2 between-subject experiments are conducted to investigate the role of emojis, the moderating role of recycling messages and the mediating role of processing fluency on customers’ recycling experiences. Findings Study 1 identifies that customers’ attitudes toward recycling are enhanced when a positive emoji is used with a promotion-focused message, compared to a prevention-focused message. Study 2 finds that customers’ attitudes and recycling intentions are enhanced when a positive emoji is used with an upcycling message, compared to a recycling message. Both Study 1 and Study 2 identify the mediating role of processing fluency. Practical implications Results suggest strategically using emojis and various recycling messages to enhance customers’ recycling experience. Originality/value This study investigates the role of emojis as an effective recycling communication strategy.