过去的研究表明，消费者本能地厌恶浪费，并且不愿意在产品购买和使用过程中造成浪费。但是，即使资源稀缺的警示和减少浪费的呼吁屡见不鲜，消费者每天仍在产生大量的浪费。已有研究表明，主观稀缺感会影响消费者的内在认知和心理，进而影响消费者获取和使用资源的行为。浪费涉及到资源的过度占有和低效使用，本文旨在探讨消费者的主观稀缺感被唤起后的心理和认知过程的变化及其对消费者浪费行为的影响。 本文首先通过文献综述阐述了主观稀缺感所引发的心理与认知过程的改变以及影响消费者浪费行为的心理层面的因素，提出消费者的主观稀缺感将通过影响消费者对自我利益的关注进而影响其在产品购买和产品使用中的浪费行为的假设。研究共包含了5个组间实验，在实验室情境中通过真实资源稀缺经历诱发消费者的主观稀缺感，而后检验其对消费者浪费行为的影响，并检验自我关注的中介作用、亲社会和自私社会价值取向的调节作用。 实验1通过让被试回忆曾经的真实资源稀缺经历成功诱发了被试的主观稀缺感，发现被试在产品购买中表现出更强的浪费倾向。实验2在实验1的基础上，更换了主观稀缺感的操控方法，通过时间限制成功诱发了被试的主观稀缺感，发现被试在产品使用中表现出更强的浪费倾向，进一步说明主观稀缺感的唤起会增强消费者的浪费倾向。实验3测量了被试的自我关注度并观测了被试真实的浪费行为，发现主观稀缺感的唤起增强了被试的自我关注度，进而增加了浪费行为。实验4测量了被试的社会价值取向，发现当主观稀缺感被唤起时，自我型被试的浪费行为增多，而亲社会型被试不受影响。实验5模拟了真实生活中的网络购物行为，检验了社会价值取向的调节作用，旨在提高研究的生态效度。结果发现，当饥饿营销诱发被试的主观稀缺感时，自我型被试在购买中表现出更强的浪费倾向，而亲社会型被试不受影响，重复了实验4的结果，表明本研究中的实验室实验效应具有推广到真实购物情境中的潜力。 本文揭示了主观稀缺感对消费者浪费行为的影响机制，将主观稀缺感与消费者浪费行为两个领域进行结合，不仅有助于增强对主观稀缺感影响消费者内在心理和认知过程的理解，而且能够揭示可能影响消费者浪费行为的因素及内在影响过程，丰富了主观稀缺感和浪费行为领域的研究成果。研究结论为控制和减少浪费提供了实践启示。

Previous research suggests that consumers are intuitively averse to waste and prefer to reduce waste in consumption and product use. However, massive waste continues to be generated by consumers in the world every day, even as an increasing number of campaigns warn them of resource scarcity and advocate reducing wasteful behaviors. Previous research shows that perceived scarcity would affect consumers' cognitive and psychological process, then influence consumers’ behaviors to acquire and use resources. Since waste involves resource over-acquisition and inefficient usage, the present research aims to explore the underlying psychological process of how perceived scarcity affects consumers’ wasteful behaviors. The present research builds on previous studies on scarcity and waste behaviors to suggest that perceived scarcity enhances self-focused tendencies, which incentivize consumers to obtain more resources, then boost waste in consumption and product use. And wasteful behaviors in response to a scarcity prime would be exacerbated for individuals who exhibit a selfish orientation and be attenuated for individuals who exhibit a prosocial orientation. The present research first present a brief view of literature relevant to how scarcity affects consumers’ behaviors and how it is associated with the psychological process of wasteful behaviors. Then, five experiments are conducted to test our hypotheses. Study 1 primed perceived scarcity by exposing participants to reminders of resource scarcity, and found that reminding participants about resource scarcity would boost their waste in consumption. Study 2 manipulated time scarcity by limiting the time participants had while solving a mathematics problem, and found that time scarcity could also increase waste in product use. Study 3 measured participants’ self-focus and simulated natural wasteful behaviors in daily life, and found that perceived scarcity influenced the underlying cognitive mechanisms, then changed individuals’ tendencies to waste. Study 4 measured participants’ social value orientations, and found that perceived scarcity (vs. control) induced participants with a more selfish orientation to be more wasteful, whereas it did not affect participants with a prosocial orientation in product use. Study 5 measured participants’ behaviors in a scarcity promotion, and found that participants with a more selfish orientation were more wasteful in consumption in scarcity promotion, whereas participants with a more prosocial orientation were less responsive to scarcity promotion. Study 5 replicated Study 4, and demonstrated robustness of prior findings and generalizability across contexts. The present research provides a novel theoretical framework to explain the effect of perceived scarcity on consumers’ wasteful behaviors, advances our understanding of how perceived scarcity influences the generation of wasteful consumption and product use, and contributes to the literature on scarcity and consumers’ wasteful behaviors. In addition, the present research offers several implications for waste prevention and reduction.