Theories that explain prosocial behavior with emotional experiences are related to Empathy theories and Feeling-oriented theories. They focus on emotional benefit from helping (Andreoni, 1990; Cialdini et al., 1987, Dickert, Sagara, & Slovic, 2011) and describe prosocial behavior as the result of a personal experience based on emotion regulation. Empathy theories suggest that altruism is motivated by emotions and compassion for others. Another basic behavior which drives a person to be interdependent with another agent or its community is the reciprocity (r) and the consequent “reciprocity help ” (R) (Gouldner, 1960; Nowak & Sigmund, 1998). Each agent can express (more or less) gratitude to the individuals or community because of the help that it has received from these people.
These two prosocial behaviors are extremely important both in organizational contexts in which social ones. Especially lately several studies on aspects prosocial focused on environmental and recycling issues. Waste recycling is becoming a growing concern in many communities. The actual recycling behavior is predicted considering the recycling attitude that stems from the sensitivity to environmental issues, social norms and perceived behavioral control of households. It is important for the policymaker to consider a number of characteristics of the area where public policies about waste management have to be applied.